Case Study: Using Events PR to Grow Footfall at Merchant Square in Paddington

Since 2018 we’ve worked with Merchant Square in Paddington on PR and content for their major public events. The estate sits on Regent’s Canal in Paddington Basin and is home to around 10,000 workers and residents. The team runs a busy year round programme and our job is to help make sure the right events get the right attention.

What Merchant Square needed

The brief is clear.

• Raise awareness of Merchant Square as a canalside destination in West London

• Drive footfall to key events across the year

• Support Cosmic children’s charity where relevant

• Give residents, office workers and visitors a reason to spend time in the square

Each year we start with a strategy meeting over two half days. We come in with research on media, listings and what’s worked before. Together we decide which events need full PR support and which are better pushed through organic social and email. This keeps their time and budget focused on the activity that will actually make a difference.

Campaigns and coverage

Across the year we support Merchant Square on their flagship events.

Free Easter Egg Hunt

A free family day across the 11 acre estate, with a character led story trail, Easter Bunny Hunt, chocolate prizes and activity stations run by Cosmic. The 2024 event attracted more than 380 visitors.

For 2025 we wrote the press release that set out the story of Max and Milo, the Marvelous Mouse Twins, and positioned the event as a canalside day out for families. The campaign secured 29 pieces of coverage across listings, local media and family sites.

Rubber Duck Race and Dragon Boat Regatta

One of Merchant Square’s most loved charity events. Up to 3,000 yellow ducks race along a 100 metre stretch of Regent’s Canal at lunchtime, followed by a Dragon Boat Regatta in the evening with teams in fancy dress, live music and food.

The focus is always on fundraising for Cosmic and on the spectacle along the towpath. The 2025 PR secured 12 pieces of coverage and a social media collab with Time Out. That post reached 3,300 likes and became Merchant Square’s best performing organic social content to date.

Wimbledon on the Big Screen

For two weeks each summer, Merchant Square screens Wimbledon on a giant outdoor screen by the canal. People can grab deckchairs, bring a picnic, buy strawberries and cream and order British cocktails from the bar.

Our 2025 press release highlighted the ease of access, the free deckchairs and the atmosphere of watching tennis in a traffic free square. The campaign delivered 25 pieces of coverage and strong inclusion in London “what’s on” guides.

Summer movie nights

The open air cinema runs on Wednesday evenings through the summer, with a line up that mixes family films and classic favourites. The 2025 programme included Wonka, Dirty Dancing, Mamma Mia, The Princess Diaries, A Star is Born and Moana 2.

We focused the PR on the midweek escape angle; free screenings, no booking, deckchairs on a first come basis and the option to bring a picnic or pick up food from local restaurants and the food market. This campaign secured 18 pieces of coverage.

Christmas Lights Switch On

For the Christmas lights switch on we joined the team on site. We shot video and photos, captured crowd reactions, live posted Stories during the countdown and created a Reel that went out on the night of the switch on. That Reel became Merchant Square’s best performing solus post of the past twelve months.

Being there in person means we can spot the small moments that make a place feel alive; children watching the lights, people wrapped in blankets for the film screenings, the rush of ducks in the canal. Those details feed back into both PR angles and social content.

Who we’re talking to

Merchant Square needs to speak to several audiences at once.

• Local residents in and around Paddington Basin

• Office workers looking for things to do at lunch or after work

• Families who want free or low cost activities

• Tourists passing through Paddington

The press releases are written with those groups in mind. Some events lean more towards families, others more the after-work crowd, but together they build a picture of Merchant Square as a place where something’s always happening.

What the client says

Echo Pan, Events Manager at Merchant Square, shared this Google review:

“It has been a pleasure working with Vic, who consistently demonstrates professionalism and attention to detail. Her innovative marketing ideas have made her an invaluable long term partner to our marketing team. Vic always provides exceptional support and insight. I highly recommend Dove Social & PR for anyone seeking expert marketing solutions.”

How Dove Social & PR can help other property developers

For estates and property developers we can support with:

• Annual PR planning for events and activations

• Press releases and targeted outreach to London media and listings

• On the day content capture for Reels and Stories

• Organic social content and email marketing to drive attendance

If you manage a mixed use estate or development and want more people to show up, talk about it and come back, this is the kind of work we can help you with.

Contact us for a free discovery call and let’s make your space the next local success story.