Promote our West End
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HOLBA aims to curate a programme of standout events, experiences & campaigns that celebrate the area’s illustrious cultural offer.
To promote the Heart of London area, our world-class art and culture activations are supported through multi-channel marketing and media. We provide our members with access to reach a huge number of local, regional and national audiences. We represent members on tourism and culture industry boards, championing arts and culture in the West End.
Stay up to date with marketing opportunities by joining our weekly Call for Content email list.
Channels
Art of London
Launched in 2021, Art of London champions the cultural sector, celebrating art in every form and showcasing the vital role culture plays in society.
Bringing together artists, creatives, businesses and some of the UK’s biggest cultural institutions, the launch of the Art of London initiative showcases a cultural district brimming with art in every form. Art of London celebrates the transformative power of art and culture, cementing London’s place at the epicentre of cultural expression, in the past, present and into the future.
Our digital presence promotes world-class arts and cultural activities within the destination and complementary business activities, inspiring consumer engagement and participation. The initiative supports our business members and relevant stakeholders who can share content for inclusion across our online and offline marketing and PR campaigns.
Subscribe to the Art of London e-newsletter to receive the latest news, eye-opening interviews and a celebration of art in every form straight into your inbox.
Discover Leicester Square
Running the official brand for Leicester Square and Piccadilly Circus, Discover LSQ promotes the destination and local business activity in harmony. As London’s home of film and entertainment, the destination is always on, open 24/7, and our brand reflects this.
Our online channels reinforce the core brand proposition, providing the go-to source for reliable, readable and relevant content about the destination to consumers. Our brand presence supports our business members who can get involved by sharing content for inclusion across our online channels and PR and, marketing campaigns.
London West End
We operate the social media channels for London West End, a destination-focused channel that showcases the best things to eat, see and do in the area. From Trafalgar Square in the East to Piccadilly in the West, the channel provides the umbrella customer communication channel supporting the whole of London’s West End.
Business members and neighbours can get involved by sharing content for consideration to be included in our always on social media content calendar.
Get involved in activations, events and experiences
We collaborate with businesses, partners and the wider community to programme a bespoke calendar of events and experiences that celebrate the area’s rich culture and heritage.
Art After Dark
Art After Dark is part of Art of London’s commitment to showcasing art in every form, delivered by Heart of London Business Alliance in collaboration with Westminster City Council. Since its launch in 2021, its programme has included striking illuminated art in Leicester Square, Piccadilly Circus transformed into a serene night garden, a film from performance artist Marina Abramović in partnership with The Royal Academy on the Piccadilly Lights, and Chila Burman’s glowing installation which was inspired by London’s history and diverse communities. This cultural initiative continues to promote the West End as a hub for world-class arts and culture, with a rich calendar of events and installations throughout the year. Discover Art After Dark here.
Scenes in the Square
In February 2020, we launched an interactive trail of statues in the heart of Leicester Square. Offering a free, must-see entertainment and film attraction, “Scenes in the Square” features highly recognisable classic and contemporary characters, each immortalised in interactive and expressive bronze statues, with some brought to life in the evening through lighting.
Visitors can view some of the nation’s best-loved characters and iconic film scenes as they’re brought to life in London’s home of film and entertainment.
leicestersquare.london/scenes-in-the-square
Festive Lights
Christmas lights
The West End is lit up with its famed Christmas lights in Piccadilly Circus, Jermyn Street, Leicester Square and St Martin’s Lane every year.
Partnering with The Crown Estate in recent years to orchestrate the switch-on, this annual event welcomes more visitors to come and experience all the West End has to offer over the festive period.
Launched in 2022, St Martin’s Lane saw its first ever switch on as part of a series of major public-realm art commissions delivered by Art of London. Most recently, the theatrical inspired lights were switch on by the Choir of Man cast and Maddy Moate and saw member businesses offer on street food and beverages alongside a choir performance for visitors to enjoy.=
Ramadan Lights
In 2023, we collaborated with Ramadan Lights and The Aziz Foundation to bring the first Ramadan Lights to the West End to celebrate the holiest month of the Islamic calendar.
Also taking place in 2024 and most recently February 2025, the lights which hang along Coventry Street between Piccadilly Circus and Leicester Square were switched on with the Mayor of London, Sir Sadiq Khan in attendance alongside Westminster City Council.
5.7B press reach generated from Art of London projects.
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