LONDON — Engine’s consumer agency, Mischief, and arts and culture specialist Premier PR have picked up new briefs to raise the profile of London as a retail and cultural destination.

Mischief has been appointed by property owner Shaftesbury to lead on consumer PR and marketing for the Seven Dials area (pictured). The agency has been tasked with consumer PR, marketing, digital and events for the district, which covers nine streets around Covent Garden and includes hotels, theatres, private members’ clubs, 95 stores and 90 cafes, bars and restaurants.

Seven Dials joins Mischief’s client roster – which also includes Odeon, Lego, Honda, Tui and Vodafone – under the new management team led by Greg Jones.

Shaftesbury’s head of group marketing and communications, Karen Baines, said: “We have some very exciting consumer facing projects for this year and we are looking forward to collaborating with the team at Mischief to drive and raise the profile of one of London’s most unique destinations in the heart of London’s West End.”

In addition, entertainment, culture and arts specialist agency Premier PR has been appointed by the City of London Corporation to promote its 2020 summer cultural programme – ‘Believe! Faith, Freedom (and Football)’ – which will explore themes of faith, freedom, tolerance, worship and identity, and connecting them with anniversaries and events such as the Euro 2020 football tournament and the 400th anniversary of the Mayflower’s pioneering voyage to America.

Premier will support the programme with PR and experiential and creative activations. The agency is also leading PR for another project for the City of London Corporation: an exhibition at its Guildhall Art Gallery, featuring new work representing women working in the capital by Belfast-born photographer Hannah Starkey, the gallery’s first artist in residence.

Board director Lawrence Francis said: “Public art initiatives have long played a vital role in bringing communities together. Now, possibly, more than ever, this is something we believe that we should be supporting and celebrating and we are really pleased to be able to play our part in bringing these two important projects to as wide an audience as possible.”

The brief follows other recent cultural account wins for Premier, including the National Gallery of Scotland and the British Film Institute, as well as ongoing work with IMG and the Saatchi Gallery on the blockbuster exhibition ‘Tutankhamun: Treasures of the Golden Pharaoh’.