The strategic brief is focused on the £26 million project to bring the old Victorian Theatre back to life and create a new public and cultural space from the East Court.
Alexandra Palace is one of London’s largest independent venues and has hosted more than 300 events in the last 12 months. Part of LCA’s brief will be to promote this, along with the upcoming events programme, which includes its annual fireworks display and free-to-attend Summer Festival.
The agency won the account following a competitive tender process. Jenna Goldberg, director at LCA, will lead the account team, reporting to Martin Keane, head of comms at Alexandra Park and Palace Charitable Trust.
Goldberg said: “I am lucky enough to be an Ally Pally local, taking advantage of the spectacular park most weekends. This restoration has been talked about for as long as I can remember and we at LCA feel extremely privileged to be part of this long-awaited, once in a lifetime project.
“Ally Pally is a true public asset and we hope to help it take its rightful place among London’s esteemed, world-class cultural institutions.”
Keane said: “This year is hugely exciting for Alexandra Palace. Not only does the East Wing Restoration Project get underway in earnest but we are also working towards our most ambitious events programme to date.
“We selected LCA because of their track record in the sector and their connections across the capital. We think they are the right people to help us engage with audiences who may have heard of Alexandra Palace but who have never before understood just how much we have to offer and what the East Wing transformation really means for London.”