Meeting: Heart of London Business Alliance, Board meeting: 27 th July 2017 Item 7.2 Marketing & Communication Group Notes, 22 nd June 2017

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Bryan Stokes
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1 Meeting: Heart f Lndn Business Alliance, Bard meeting: 27 th July 2017 Item 7.2 Marketing & Cmmunicatin Grup Ntes, 22 nd June 2017 Marketing & Executive Grup: Julian Shaw, BAFTA 195 Piccadilly Adam Bray, The Crwn Estate Tessa Street, Oden Dave Huckerby, Clear Channel Emily Ferrary, Heart f Lndn Business Alliance Emily King, Heart f Lndn Business Alliance Item 1: Q1 Marketing Activity Overview Campaigns and Events: Easter - April: 9 members tk part in ur Easter Campaign A West End Easter Hunt including Cath Kidstn, every htel Piccadilly, Hatchards, The Nickelden Stre, Picturehuse Central, Planet Hllywd, Ripley s, Believe it r nt, Savini at Criterin and TKTS Bth. Press Cverage statistics: Lndn Evening Standard (circulatin: 901,404), (users: 1,916,053), (users: 165,000) Blg (views: 1,718). Scial Media statistics: ttal vide views f 21,59, ttal impressins f 100,711and a ttal engagement f 2,194. The prmtin web page received 21,142 views acrss the mnth, 1,657 which are unique views. St James s Garden Party June: We spnsred the event that tk place n 29 th June in St James s Square. Over 800 lcal businesses, residents and friends f the area attended. Heart f Lndn spnsred the party which was attended by ver 600 lcal businesses, residents and friends f St James s. Our key aim was t raise awareness f wh we are, what we d and wh we represent. We partnered with BAFTA t create a step & repeat, we prmted a cmpetitin t win theatre tickets t gain data capture (70 names cllected) ffered gdy bags, water and rganised the phtgrapher and videgrapher. Lndn Luxury Quarter: Q1 Press Cverage has included an insights frm Mark Hendersn in a vide featured n Reuters, n why Lndn remains imprtant fr luxury residential investment. Other press cverage has included articles regarding internatinal spend and being China ready in The Times, The Glbal Times and Peple s Daily. The Lndn Luxury Quarter Summer Cnference tk place at BAFTA n 5 th July titled The Pwer f Art in the Luxury Market, the cnference explred the glbally unique ffer within the LLQ cmprising f public and private art galleries nestled alngside wrld renwned auctin huses that cntinue t attract UHNW individuals. Lndn s Pride

2 Lndn s Pride installed the Wmen s Stage fr the first time in Leicester Square. This event listing and details were prmted nline and generated 26 pieces f press cverage including in Time Out nline. In terms f bradcast, Lndn Live was in attendance at the event. West End Partnership: West End Live: Heart f Lndn spnsred West End Live thrugh the West End Partnership. Spnsrship included an advert fr bth the West End and Heart f Lndn in the event brchure, lgs n the stage screens and VIP tickets which we gave away thrugh a WOW and cnsumer cemptin (120+ entries). Our scial media gained 50.8k impressins and 1.7k engagements n Twitter and reached 7.6k n Facebk and 901 n Instagram. West End Everyne Welcme Campaign: The dedicated West End hub n the Visit Lndn website has launched with the key cntent being summer activities in Lndn. Visit Lndn attracts 2.5 millin users every mnth and has a ttal reach exceeding 300 millin acrss USA, France Germany, Italy, Spain and the UK. Turism Marketing Strategy: Q1 Overview: T slidify glbal partners fr the year ahead, we have attended trade shws and sales missins in Dubai, Bangkk, Shanghai, Hng Kng and Ireland. We hsted a high-level delegatin frm Beijing, which included reputable artists The Zhu Brthers, as well as an independent investr wh acts as Chairman f the Guanxi Chamber f Cmmerce in Beijing, which presides ver 30,000 business wners. Their visit reflected their interest in cllabrating with British brands in China, as well as intrducing new Chinese business cncepts t the UK. We als hsted TripAdvisr China fr tw weeks in Lndn, intrducing British brands t cllabrate n their new shpping platfrm fr Chinese turists, as well as fd and beverage prviders t upgrade their menus and services t be China ready. YTD vs Targets: Please see tables in the appendix fr the updated results cmpared t targets set fr the year. In-Market Representatin: Arabian Travel Market Dubai: Our Dubai visit tk place alngside Arabian Travel Market, the leading business-tbusiness glbal event fr the Middle Eastern travel industry fr the last 25 years, generating mre than $2.5 billin in travel industry deals. Destinatin Britain Suth East Asia Bangkk: Our Bangkk missin fcused n Destinatin Britain Sutheast Asia, which brught tgether industry leaders frm interesting and new markets fr ur prgramme, such as Singapre and Indnesia. The Thai market prved the highest calibre in terms f its travel prviders, with many UK inbund visitrs fr MICE (Meetings, Incentives, Cnferences and Events), which reflect high-level business visitrs. In additin t meeting the travel trade, we als met with the Pacific-Asia Travel Assciatin, wh is instrumental in influencing travel frm travel agents t affinity brands such as airlines, and gvernmental decisin makers in turism. Hng Kng Sales Missin & ITB China in Shanghai:

3 Prductive meetings tk place with strategic marketing partners such as U.K. Visas & Immigratin, Cndé Nast Traveller, British Cnsulate, VisitBritain, China Retail Grup and TripAdvisr. These meetings will enhance the verall directin f ur turism marketing strategy fr the year ahead, fstering sustainable repeat business. Our meeting with the British Cnsulate immediately generated three high-level delegatins visiting this June, as well as a strategic partnership pprtunity with WeChat, the primary scial media platfrm in China. While there are many travel events in Shanghai that we can cnsider participating in in future, the Hng Kng market is much mre cmpetitive and difficult t reach which required independent meetings r hsting events. Cnnectins Ireland: Cnnectins, Ireland attracted specialised buyers frm the UK, Central and Eastern Eurpe, and America, allwing us t have very fcused meetings t deepen tractin with Eurpean, American and dmestic markets. UKVI Campaign: The UKVI campaign is delivering excellent results s far. Apprximately 22,000 direct custmer s mnth-n-mnth, with direct feedback frm custmers such as This is such gd news that I have n reasn t hesitate ging t the UK! 75% f ur audience said the prmtin psitively influenced their decisin t visit ne r mre f the brands listed. Of thse, 59% said they wuld spend in excess f 116 in a single visit t ne f the brands listed in the ffer. Digital & Scial Media: Website Reprt: Please see the chart in the appendices fr the latest website statistics. WOW Privilege Scheme: 54 ffers are currently live, mst recently, ffers include Barbeca, TKTS, W Lndn and Duck & Waffle Lcal. An average f 100 new sign ups per mnth. The average newsletter pen rate is 17.5% (it s a key aim t increase this) On average, the app is pened 953 times and the webpage is viewed an average f 2,700 times, mnthly. Regular cmpetitins, exclusive t WOW Card hlders, have been intrduced. The first was t win tickets fr VIP entry t West End Live. Item 2: Q2/3 Marketing Activity Plan An verview was given f planned activity fr Q2 and Q3. Campaigns and Events: Leicester Square & Piccadilly Circus: We are assisting Glbal Radi s Make Sme Nise team n their fundraising plans fr late summer/early Autumn. Ideas include flash mb r silent disc in Leicester Square and 24-hur pian challenge with Mylene Class in St James s Market. We will wrk in supprt n Sciety f Lndn Theatre Kids week in August. We re wrking n a summer in the square activity plan fr summer 2018 in Leicester Square. We hpe t include fd markets, entertainment, pen air cinemas, althugh all t be discussed with surrunding members and Westminster City Cuncil. Piccadilly & St James s:

4 We are planning t launch a new series f fd & drink turs arund Piccadilly & St James s with dmestic jurnalists, blggers and scial influencers. Christmas Lights: Piccadilly & St James s: Theme based arund the Anters statue in Piccadilly Circus. Fixings Wrk under lane clsures - 17th t 21st September 2017 Installatin under full rad clsures - 12 th t 15 th Nvember 2017 Prperty wners have been apprached regarding fixtures and plans. Leicester Square: The stars theme is based arund the lighting up the wrld f entertainment. Fixings wrk, Installatin wrk all TBC. Prperty wners have been apprached. West End Partnership: Scpe f Wrk 2017/18 A marketing strategy has been utlined by Fur Rain fr the West End Partnership. The five pillars f wrk includes develping the West End messaging and creating a tlkit, ding a digital review and implementing the messaging thrugh digital channels, implementing key West End mments including Lumiere, West End Flags and West End Live. Lastly, a Christmas campaign will be develped fr the West End and there will be supprt t demnstrate the rle that the West End fulfils within the UK ecnmy. Turism Strategy: Destinatin West End is finalising experience cmbinatins fr applicable travel trade agents and key clsed-netwrk partnerships n a mid-level cst itinerary basis. Beginning with an initial 3 themes, Chclatiering & Perfumery; Best f British and Mini Lndn. Apprached member brands include Frtnum & Masn, The Rainfrest Café, Ripley s, Believe it r Nt!, and Flris. Trip Advisr China: We have secured a strategic partnership with TripAdvisr China t cllabrate and prvide F&B and Luxury Retailer fr cntent hsting n their pineering shpping platfrm fr Outbund travel frm China t Lndn. Tajawal Films: Tajawal are a key targeted partner ffering an nline Travel Trade platfrm fcusing n Media/Film. Tajawal will create 2 Films with a dedicated script t shwcase Destinatin West End and By Appintment brands/ experiences/ Activities and Lcatins. WeChat: A strategic partnership with WeChat has been secured t develp an interactive Lndn Map fr its database. This will enrich cntact with the key Chinese Market. Matrix: Matrix have requested a Landing Page fr their HNW/UHNW Indian clients (large percentage Bllywd) currently in Lndn and thse lking t visit sn. The landing page will be live beginning f July and lks t lead sale increase. Website/Digital: The creatin f a new Leicester Square cnsumer website is underway. Targets are turists cming t visit and want t knw what s n at that time, visitrs cming fr a specific purpse, such as a shw, and want t see what else is arund, targeted cntent fr Lndners wh need a change f perceptin f Leicester Square and emplyees wh wrk in the area but wn t usually spend time in the area ut f wrking hurs. Website cntent includes directry f businesses, jurney planner, events - seasnal blg-style psts written by appinted freelance cpywriters and blggers, newsletter rundup f events, scial integratin.

5 END APPENDICES Turism Marketing /2018 Results t Date: Website Reprt

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