Campaign for West End Quay Ltd's regeneration of a 120 acre site at Paddington, one of the largest redevelopment projects in Europe. Objective: to sell the residential properties as quickly as possible, at the highest possible price. A lifestyle marketing approach was implemented. Media: posters to generate enquiries. Website produced. National and Evening Standard press, radio, posters, exhibition stand at Paddington Station, mailings, PR press launch. A multi-media campaign. Evaluation: most apartments sold during the launch month. Most of it was direct-response based.