West End Partnership Promo West End Partnership: GET LOST IN THE WEST END by Cake

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West End Partnership: GET LOST IN THE WEST END

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Industry Transport, travel & tourism
Media Promo & PR
Market United Kingdom
Agency Cake
Released June 2011


Cannes Lions 2011
Media Lions Best Use of Ambient Media: Large Scale Bronze

Credits & Description

Type of Entry: Use of Media
Category: Best Use of Ambient Media: Large Scale
Entrant Company: CAKE London, UNITED KINGDOM
Media Agency: CAKE London, UNITED KINGDOM

Campaign Director: Jace Tyrell (West End Partnership)
Managing Director: Chris Wood (Cake)
Global Creative Director: Mark Whelan (Cake)
UK Creative Director: Simon Moore (Cake)
UK Media Strategist: Jodie Butt (Cake)
UK Director of Live Events: Will Parkinson (Cake)
Senior Account Manager: Sarah Hunt (Cake)
Account Manager: Sarah Manktelow (Cake)
Account Assistant: Yasmin Malcolm (Cake)

Results and Effectiveness:
• +35,000 people passed through the maze in five days!
• Footfall in the area +3.1% (year-to-date) and sales +7.5%.
• TV coverage on 12 channels across the UK, USA, Russia, Spain and China.
• 16 million listened to the story via radio.
• Over 220 pieces of coverage across the communications channels in five days.
• Numerous consumer videos appeared on YouTube – over 20 videos with views of over 30,000.
• For less than £100,000 invested, the event secured a PR value over £4 million.
• Total circulation of 602 million.
• A campaign media ROI of 38:1.
Creative Execution:
We created a labyrinth – a giant maze 30m square, 2.5m tall – in the heart of the West End’s Trafalgar Square.

Along each pathway, 25 quirky WE facts were mounted on world-famous blue plaques. At the maze’s center, visitors discovered a hidden gem (entertainment, food, musical performance) to highlight activities enjoyed in the WE.

Monday: Stars from top WE shows performed.
Tuesday: Chinatown arrived with a giant paper dragon weaving throughout the maze.
Wednesday: London’s finest tailors trimmed the maze.
Thursday: The renowned Piatti String Quartet performed.
Friday: 60s tribute bands played homage to Carnaby Street, Vespas, and an exhibition of iconic photographs.

TV and radio around the world covered the story, from BBC and ITV to China`s CCTV, Russia`s Kanal 1 and five US channels. National and international newspapers covered the event from the US to New Zealand.

A dedicated social media push spread the story and consumer, travel, blogs, music, fashion, food and theatre sites covered the story.
Insights, Strategy and the Idea:
London’s West End (WE) hosts a world-class mix of shops, theatres, museums, Michelin-star restaurants and green spaces. It accounts for 1/5 of London’s GDP, 300,000 jobs and retail spending of £6bn/year. With 200 million annual visitors, the West End Partnership (WEP) relies on tourism, yet visitors decreased 4.6% in 2010.

The WEP is heavily investing in renewal for the 2012 Olympics.

Our challenge was to encourage people to spend time exploring the area and the wide variety of experiences that the WE offers, and to achieve national/international press coverage.

The first week of August is London’s busiest with 10 million visitors. We gave them a reason to get lost in the WE, and then rewarded them for doing so.

But different cultures respond to different London assets, so we sent people on a mini-voyage of discovery, creating a microcosm of the West End showcasing all that the area offered.