London Mayor Boris Johnson is at the forefront of a large-scale campaign to lure more visitors to the city's West End. “West End It's Time”, a 50-day £1m event scheduled for May and June, is targeted at attracting more shoppers and tourists to this part of the capital and will feature free events such as concerts, celebrity appearances, traffic-free days, Oxford Street playgrounds and daily prizes.
The mayor received criticism in March from 19 retail, hotel chain and other business executives for not doing enough during the recession to encourage people to visit the city. They sent him a letter through the business organisation London First, urging him to take bolder steps towards promoting the capital on both domestic and international fronts. Johnson responded that he wanted to avoid “spend[ing] taxpayers' money prematurely” and that “the interesting thing is deciding when the moment is to push out your campaign”. On Monday the mayor kicked off his initiative at Covent Garden in the company of celebrity chef Aldo Zilli and cast members of the West Side musical Priscilla, Queen of the Desert.
On Monday the mayor kicked off his initiative at Covent Garden in the company of celebrity chef Aldo Zilli and cast members of the West Side musical Priscilla, Queen of the Desert.
Staycation destination
At the inaugural event Mayor Johnson reminded Londoners that “it is crucial that we take nothing for granted and continue shouting from the rooftops that London is a fantastic city to visit, whether filling your shopping bags, visiting one of our incredible museums, or grabbing a meal.”
Jace Tyrrell, the campaign director, added: "With many Brits choosing to holiday at home this year, 'West End It's Time' is an initiative dedicated to this growing trend of 'staycations'. The campaign will ensure London's West End attracts both UK tourists and Londoners during the key travel months of May with two bank holiday weekends and in June when alfresco dining, theatre trips and buying up summer fashion all begin to peak."
A large portion of the free events are slated for May's bank holiday weekends and half-term. The campaign is a cooperative effort between London's West End Marketing Alliance, Visit London, Westminster City Council and the Mayor of London.
