Wembley communication kicks off with Elmwood site

The company behind the regeneration of Wembley Stadium has kicked off its public communication programme with the launch this week of a website by Elmwood.

The second stage of Wembley’s marketing programme will follow in the spring, when the Identica-designed identity is unveiled. An interim marque is currently in place (DW 24 November 2000).

Elmwood’s website, www. wembleystadium.com, will mirror the developments at the stadium site itself via a monthly diary and a live webcam.

‘The demolition work is taking place inside the stadium, so the public can’t see what’s happening. The website will bring to life the work going on,’ says Elmwood account director Paul Waddington, who led the creative work.

The site is also designed to counter negative press about the construction work, and give Wembley a medium to put its story across, Waddington says.

‘It is a bit of an empty vessel at the moment and is gearing up to communicate the work on site next year,’ he adds.

The timing of the launch is designed to coincide with the start of the construction work. ‘We’ve left a gap between the website launch and the unveiling of the identity to enable real progress on-site to get underway,’ says Wembley National Stadium marketing manager Jane Baker.

Wembley has started to think about signage and other physical design work, Baker adds, but all developments are still in their infancy. The stadium is scheduled to open in spring 2006.

Elmwood was appointed to the work earlier this year on the strength of its design work for the Football Association’s website, www.fa.com.

Foster & Partners is architect on Wembley Stadium.