The communications agency, which consists of Big Cat, The Fair and House of Experience, will be handling the launch campaign event in September 2015. The theme of the launch will be ‘meeting place’, with the agency confirming that activity will take place in the destination as well as throughout Birmingham city centre.
Anthony Tattum, Big Cat Group managing director, told Event that activations around the launch of Grand Central will consist of pop-up and transient-style performances, representative of the cultural make-up of the city.
He added: "The appointment is testament to the firm’s expertise and provides an opportunity to demonstrate the agencies' integrated approach to deliver creative and innovative solutions to drive real business impact.
"The Grand Central development will be one of the major destinations for shoppers and diners in Birmingham. We are thrilled to be working with such a high-profile development at such an exciting time for the city. We couldn’t be happier and are very proud to be part of Birmingham’s transformation."
Richard Brown, development director at Grand Central, added: "We are delighted to have Big Cat Group on board to deliver the launch and ongoing press office and communications for the development. With Grand Central being fully integrated with one of the busiest train stations outside of London, it’s imperative that the launch is a national success and we are keen to leverage Big Cat Groups expertise to help us to do this."
Grand Central Birmingham is part of a £750m project in the city, which also features the transformation of Birmingham New Street station. The project is a joint venture between Birmingham City Council and Network Rail.
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