Promote our West End
There is nowhere else in the world with our cultural offer and heritage. Internationally revered, London’s West End is truly the beating heart of the world’s cultural scene.
London’s creative economy is worth £52 billion and our area is home to 39 West End theatres, three world leading art institutions, the English National Opera, as well as over 100 commercial galleries, 78 archive collections, 53 music venues, 45 jewellery design houses and 11 dance venues.
Culture is economically crucial to the UK and must not be underestimated. We are a 24/7 showcase of the world’s best creative talent and this is what makes us London’s number one destination for foreign direct investment.
Launched in 2020, Heart of London’s Cultural Strategy brings together the London Plan, the cultural strategies of the Mayor of London and Westminster City Council, in addition to our Placeshaping and Destination strategies, to establish a comprehensive vision and mission that supports and enables the area’s stakeholders and external partners.
To promote the area as a world-class destination, and the offering within it, we have created three digital marketing channels to amplify our message to a domestic and international audience. Using social media, websites and databases, we have created a powerful network that raises the profile of the area to investors, visitors and employees.
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 the world-class arts and cultural activities within the destination and complementary business activity, 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.
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 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, 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.
Art of London season
The Art of London season is a series of art initiatives and installations created with a view to driving footfall to London’s West End and elevating existing member events and activity. The season will showcase the West End as a destination to visit for an all-day experience, from events to dining to arts, culture, and entertainment.
Scenes in the Square
In February 2020, we launched an interactive trail of statues in the heart of Leicester Square. Now you can get ready to rediscover 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.
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.
St Martin’s Lane first-ever Christmas light switch on
London West End and Heart of London Business Alliance unveiled and switched-on the first-ever Christmas lights display on St Martin’s Lane.
The new lights display is the latest installation in a series of major public-realm art commissions delivered by Art of London; enhancing the public realm in order to entice visitors to visit the BID area.
The lights are theatre-themed and in a drive to be more sustainable, are made of energy-efficient LED light bulbs and 100% recyclable PMMA coloured inserts. The lights will only be lit during times of high-footfall from 3.30pm – 11.00pm each day.
Piccadilly & St James’s Christmas light switch on
We partnered with The Crown Estate on a collective Christmas light switch on across London’s West End, with Piccadilly, Jermyn Street, Regent Street, St James’s and Leicester Square. We paired the switch on with a Christmas sing-along and countdown to the switch on, across Europe’s largest advertising screens, Piccadilly Lights. Accompanied by musicians and singers, those gathered in the area were encouraged to sing along to get into the festive spirit.
This activity was supplemented with a press release and PR outreach to highlight the switch on, as well as top tier influencer activity. The lights will only be lit during times of high-footfall from 3.30pm – 11.00pm each day.
Jermyn Street Christmas event
Art of London is sponsoring activity at The Crown Estate’s Jermyn Street Christmas event on Saturday 10 December. Illustrator Bee Davies will be creating personalised baubles for visitors to the street, throughout the day.