Costa Del Croydon is a remarkable urban beach that transforms the rooftop car park of Unibail Rodamco-Westfield’s Centrale & Whitgift Centre into a free, dynamic and accessible summer destination for the local community to enjoy.
URW created Costa Del Croydon to help families during the summer enjoy a new outdoor space. Many families live in homes with no access to gardens or green spaces and may not be able to afford to go away on holiday or enjoy the classic seaside experience. Costa Del Croydon also helps use space during the pre-development phase of centre – part of Croydon’s wider regeneration – and challenge perceptions of Croydon by illustrating how it can be an uplifting and inclusive destination.
Kallaway works with the Centrale & Whitgift team on community activations across the year, with a focus on maximising Costa Del Croydon to drive attendance and secure fresh, positive stories about Croydon, in addition to spotlighting the team behind the activation.
Our communications approach showcased the community benefits of Costa Del Croydon, while positioning the activation within the broader narrative of the developer – bringing positive change to the area and supporting local people. Our targeted press and organic influencer marketing ensured news of Costa Del Croydon reached different audiences and communities across Croydon and surrounds. Our national and wider London campaign secured coverage that directly challenged perceptions of Croydon and set Costa Del Croydon in the context of the broader regeneration.
Campaign highlights included ITV This Morning reporting live from the event, standout stories in The Sun, The Daily Mail, The Standard, Londonist and Time Out, and live interviews on BBC TV and radio.
Our work helped URW and Centrale & Whitgift exceed their goals, attracting more than double the audience expected and contributing an increased in consumer spend of 159% across all the retailers at the centre.
URW's initiative won Bronze for Best Experience at The Drum Awards for Marketing EMEA 2025 and Gold at the Solal Marketing Awards 2024 for Best placemaking, which recognises outstanding retail-led placemaking and retail destination marketing across Europe.
| 75 | Press stories - all with positive sentiment |
| 2m | People reach via organic influencer campaign delivering a 4% engagement rate. |
| 30,000 | Visitors against a 14,000 target |
| 159% | Increase in retailer sales |
“Kallaway has been a great support in helping us promote Costa Del Croydon. They’ve done a fantastic job amplifying the campaign across local, London and national media, while also helping drive wider awareness and engagement through collaborations with local influencers. Their work has helped generate very positive coverage for the event and for Croydon overall.”
Dominique Stagg, Marketing, PR & Events Manager | JLL, Centrale & Whitgift
