November 9, 2009

By Thomas Buttafarro, Jr.

Joseph Deluca Katelyn Gensler

��

BDG Consulting, Inc. White Paper

BDGinc.

IMC 500-02

London The World’s City

1

Contents Introduction 1�

Overview and Principles 1�

Identifying the Target Audience 2�

SWOT Analysis 2�

Prioritizing the SWOT 10�

Marketing Communications

Objectives 10�

Developing Strategies and Tactics 10�

Setting the Budget 12�

Evaluation 12�

Conclusion 13

Appendix and Citations

Introduction How do you rebrand a city? Especially one that was founded by the Roman Empire in 50 AD, one that was the home to William Shakespeare, King Henry VIII, and Winston Churchill. A city that is world renowned, the center of the British Empire, a national capital and has a population of 7 million people. This is the question that was asked of us in preparation of London hosting the 2012 Summer Olympic Games. We used a modern Integrated Marketing plan to come up with what we feel is the answer to this question. We looked at the strengths, weaknesses, opportunities and threats (SWOT) for the Greater London area as we determined a marketing plan that will invite a worldwide audience to visit a modern, energetic and vibrant city. We introduce: London, The World’s City.

Overview and Principles Although working through the City of London Corporation, it is important for us in determining the SWOT to use the entire London area including the surrounding boroughs. Some basic statistics of London: (Based on the London Census 2001)

• Population -City of London 7,185 -Greater London 7,172,091 -Aged 0-15 1,448,236 -Aged 16-74 5,300,332 -Aged 75 and over 423,523�

• Religion -Christian 4,176,175 -Muslim 607,083 -Hindu 291,977 -Jewish 149,789

• Nationality

“How do you rebrand a city? Especially one that was founded by the Roman Empire in 50 AD, one that was the home to Shakespeare, King Henry VIII, and Winston Churchill.”

2

-Born in UK 5,229,187 -Born outside EU 1,565,856 -Born other EU 377,048

• Employment -Employed 3,192,328 -Unemployed 231,052

• Households 3,015,997 With only a population of 7,185 the City of London has over 340,000 people who work within its borders, mostly in the financial services sector. London is serviced by five major airports: London Heathrow, London Gatwick, London Stansted, London Luton and London City Airport. There is an extensive public transportation system that includes the London Underground Tube and buses. There are also taxis and ferries to transport visitors and residents to most points of the City and surrounding area (Visit London). Vision Our vision is to make London the leading destination for tourism and businesses by the 2012 Olympic Summer Games. Mission Statement We strive to recreate the tourism and business image of the City of London and its surrounding areas in preparation of hosting the 2012 Summer Olympic Games and beyond. By focusing on London’s history, culture, education, entertainment and the arts we will rebrand London as a modern, energetic, vibrant world leading city.

Values Our values are to promote peace and human wellbeing through the sharing of ideas using our minds, culture, art, history and even sports to bring mankind together for not only the 2012 Olympic Games, but also into the future. By rebranding London, we are able to promote these ideas in a peaceful and sustainable manner. We want to embrace the World though our strengths as a city and welcome all, who work, live or visit beautiful London. We are committed to:

• Welcoming and inviting to all visitors and businesses from around the world.

• Promoting peace through art, culture and sports.

• Devoted to multiculturalism. • Dedicated to increasing

environmental sustainability efforts.

Identifying the Target Audience When identifying the target audience we want to focus our attention towards those most likely to visit London. We determined that our target audience should be anyone looking for a destination, be it for business or pleasure who have an interest in education, entertainment, fashion, history and culture through Western Europe and Asia.

SWOT Analysis Strengths Education London is one of the leading global educational centers while also having one of the largest populations of overseas students of any city in the world. London has been associated with excellence and innovation

3

for a long time now in fields of learning and debate. Add to this, some of the most esteemed higher education establishments in the London area give the city a reputation as a thriving business capital. It is easy to see why London continues to attract a heavy stream of international students. London is one of the most exciting places to study in the world. “Foreign language students flock to the capital for world-class tuition, accommodation and the superlative social life on offer” (Ben Chambers, London Education Editor). The University of London alone has over 120,000 students, making it the largest university in the United Kingdom and one of the largest in all of Europe. Three of the top-rated MBA schools in the world are based here in London, “each of which exploits the capital’s diverse business community to provide work and experience for students.” (The Capital of Learning) Law, medicine and media studies within the universities and colleges in London are globally considered the best in their field.

Fashion When it comes to cutting-edge style and pop culture, no city can swing it like London. Fashion in London is exhilarating because everything is funky, cool and interesting. Born in London, Stella McCartney was recently named “best-dressed woman of 2009” (Olivia Bergin). The global fashion designer is known for her sharp tailoring and flattering designs. While couture is what drives the runways in London for the most part, it is also about street style. Street style is what drives the locals by taking those high-end labels and putting their own unique twist on the outfit. While places like Paris and Milan have been known to host fabulous, star-studded fashion shows in the last couple years, London is still a renowned fashion capital for emerging and independent fashion designers. Making international headlines, British superstar Christopher Bailey, will return for the British Fashion Council’s 25th anniversary. Bailey is bringing his Burberry design back to London for his spring 2010 show.

Entertainment Whichever is your choice of entertainment, you will never be bored in London. From ballet to theatre, to music to contemporary arts, on any given day in London there are hundreds of world-class events to choose from.

London’s main theatre district, known as “Theatreland,” has an estimated forty

“London is one of the leading global educational centers while also having one of the largest populations of overseas students of any city in the world.”

4

venues, which is located in the heart of the West End of London. The West End theatre district is considered the theatrical capital of the world and is bigger than Broadway in New York City. Since the late 1990’s there has been an increase in the number of American screen actors performing on the stage in London. In 2005, these actors included Brooke Shields, Kevin Spacey, and many others.

The biggest film festival in Britain and one of the longest running in the world is the London Film Festival. The LFF is a public film event, screening over 300 films from 60 different countries around the world. “The London film festival’s outdoor screening of historic London transportation films reveals an endless cycle of logjam and innovation” (London film festival: London Moves Me).

If you’re a consumer who is more into fast paced entertainment, London is the place to be for some of the world’s best sporting games. Sports including football, rugby, cricket and tennis are just some of the popular sports in London. The FIFA World Cup is one of the largest

sporting events worldwide and London is currently bidding to host the biggest football event in 2018 or 2022. Between now and May 2010, London is building the most compelling and creative proposal in support of winning the bid for England. Another worldwide sporting event hosted in London is the Wimbledon tennis games founded in 1868. Defined by unparallel grace, manicured courts, pressed tennis whites and achievements that are second to none, Wimbledon stands alone. Timeless in its tradition, endless in its list of legends, history and the energy of tennis is no stranger to Wimbledon.

Ethnic and Cultural Diversity “Britain prides itself on peaceful multiculturalism…with significant ethnic and linguistic diversity” (Reeves). Although many people living outside of the United Kingdom often do not associate us as being a highly diverse country, London has a long history of immigration. Dating back to the start of the industrial revolution, immigration continues to grow in a number of ethnic, racial and religious backgrounds. A 2006 study on ethnic diversity showed that 24 out of London’s 33 boroughs had a high level of diversity.

“The biggest film festival in Britain and one of the longest running in the world is the London Film Festival. The LFF is a public film event, screening over 300 films from 60 different countries around the world.”

“Britain prides itself on peaceful multiculturalism…with significant ethnic and linguistic diversity”

5

Three boroughs had more minority than white residents (Doughty 37). Religion is another highly diverse aspect of London. “Among the borough’s residents, the main religious groups are 47% Christian, 20% Hindu, 7% Muslim and 6% Jewish (Doughty 37). London also has one of the largest Hindu temple complexes in the world and the largest mosque in Europe (“London”).

Historic “London is almost 2,000 years old. A perusal of London's history can help explain how the small Roman settlement on the banks of the Thames became today's multicultural city of more than 7 million inhabitants ("A Brief History"). London’s rich history dates back to its founding with the Roman Empire all the way to the modern multicultural city it is today. During the Middle Ages, it became the political capital of England and developed into the city corporation that remains today. The wealth, power and influence of London grew during the Tudor dynasty that included the reigns of King Henry VIII and Queen Elizabeth I. In the 17th Century, during the English Renaissance,

London housed icons such as William Shakespeare and physicist Isaac Newton. In 1665, the great plague killed almost 75,000 residents and a year later a fire burned for five days destroying almost the entire city. The city continued to grow and was important to the history of the world, including the American Revolution and the colonization of the British Empire. During the 19th Century, London saw immense growth in its population as it plays a vital role during the Industrial Revolution. Its population in 1801 was 1.1 million and by 1901 it was a city of 6.6 million people. In the 1900s, London forged through two world wars. As the central base of the Allied forces, it was bombarded many times and received vast destruction. It was host to the 1908 and 1948 Summer Olympic Games (“London”). Through its long history London has thrived as a powerful, wealthy city based around its art, architecture and culture. Some of its most historic locations include:

• Tower Bridge - Built in 1894. The twin towers have become an instantly recognized symbol of London.

• Buckingham Palace – Home of the British Royal Family.

• Hampton Court Palace - A grand, rambling Tudor mansion enlarged by Henry VIII and once home to Cardinal Wolsey.

• Westminster Abbey – Built during the 11th Century, by Edward the Confessor it is easily one of the most recognizable churches in the world.

• St Paul's Cathedral - A glorious neoclassical church surmounted by the famous dome that has become a London landmark.

6

• Tower of London - begun by William the Conqueror, and the site of so many pivotal moments in British history, including the execution of many noblemen and even a few Queens ("Top 10 London").

Weaknesses Expense In a 2008 poll London was ranked the third most expensive city in the world only behind Moscow and Tokyo, while Paris ranked 12th, Rome 16th, Amsterdam 26th and New York City 22nd (citymayors.com). Soaring property prices combined with the most expensive transport system in the world has influenced the high cost of living in London (Wallop 1). Rent for a luxury two bedroom apartment is more than twice as much in London than it is in Dublin, Rome and Amsterdam and is also more expensive than it is in Paris. A bus or subway ride is twice as expensive in London as it is in

Dublin, Rome, Amsterdam and Paris (Wallop 1).

Crime As is the case with most major cities, London has its fair share of crimes which are outlined below. Two emerging issues are crimes against homosexuals and gun crimes.

• 1,192 homophobic offences were reported in 12 months to September this year. This is a rise of 18.3 percent from last year’s total of 1,008 (Jones, 1).

• 20% of lesbian and gay people had experienced homophobic aggression over the last 3 years, while almost 90% had been subjected to homophobic insults and harassment (Jones, 1).

• Shooting Crimes in London have almost doubled compared with the same period last year (Laville, 1).

• The number of shootings in London has risen 91.8% in the last six months compared with the same period last year, while serious firearm offences have risen 47 percent (Laville, 1).

Percentage of Gun Enabled Offences

(London.gov.uk)

CriminalDamage

ViolenceAgainst thePerson

Robbery

"OtherNotif iable"Offences

Burglary

7

Banker’s Image One often makes an association between London and big banks because of its financial services district along the Square Mile. During the economic boom years, as shares soared, this association was once welcomed. Banks were once the favored sons of London. Now banks are vilified over the credit crunch and are seen as inept and greedy (Hamilton 1).

London wants to break away from this association by diverting attention away from the maligned banking industry through a rebranding campaign (Hamilton 1).

Pollution London has such a high level of pollution that it is affecting other cities in the United Kingdom and even across the world. Because of this, scientists predict that this level of pollution may cause millions of premature deaths. The fumes coming from London are such a problem that they hit cities like Bristol, UK. To go even further, the pollution spreads as far as Asia because of the high air currents in the atmosphere.

“Researchers from the University of Leeds found almost 700 road junctions in London exceed safe levels of nitrous oxide - caused by traffic” (Mark Prigg).

The United Kingdom has been over looking London as the city breaks EU air quality laws on pollution for three years running. If the British government does not reduce levels of gas and pollution, which is linked to an increased risk of dying from respiratory diseases, the European Court of Justice could fine Britain.

Construction “One of the most frequent complaints raised by those who live or work in the City is the amount of street works – and there are an awful lot of them going on at the moment” ("Works in Progress" 8). The reason for so much street construction is the fact that all twenty-eight utility companies in London have access to “dig” up streets for any new installations or repair work they deem necessary. Each case causes more strain on the heavy traffic congestion the city already endures. Some of the current projects are long term, closing main and alternative road arteries of the city for weeks at a time or more (8). Many of these projects are in anticipation of the 2012 Olympics, which has caused Olympic organizers to ask that no major construction take place “on major routes from the West End through to Stratford and have been pressing companies to bring schemes forward or delay them until 2013” (9). The problem with this request is that the Utility companies do not have to answer to any city agencies or authorities. Therefore, unless better preparation is taken to address

“One of the most frequent complaints raised by those who live or work in the City is the amount of street works – and there are an awful lot of them going on at the moment.”

8

this issue, both major and minor street works could vastly affect not only the Olympics, but tourism in London for many years to come. We need to be able to use all forms of public transportation, not only the Tube, to move people effectively throughout the city. This includes the use of taxis and busses. Threats Competition from other Major Cities While trying to attract tourists, London has always been in competition with other world cities. Some of its primary competitors are Paris, Rome, Madrid, Berlin, Amsterdam, Lisbon and Athens. A comparison of the cities is outlined in Figure 1. Terrorism A major concern for both inhabitants and tourist of London is terrorism. London has endured a plethora of terrorist attacks through its history. One of the most recent and notable was the July 7, 2005 London

bombings which are likened to America’s September 11 (Rice 1). Coupling the City of London with the 2012 Summer Olympic Games may prove to be very dangerous given the history of terrorists’ plots on the Olympic Games. The Olympics, like London, has endured terrorism throughout its history. One of the most notable events in Olympic Games history is the terrorist attack at the Munich games in 1972. Eleven Israeli athletes and coaches were killed by terrorist on September 5, 1972 (Connolly 1). Many athletes and tourists are fearful of terrorist attacks at the Olympic Games. Before the 2004 Athens Games many athletes and tourists elected to stay home because of fear induced from September 11 (Abrahams/Johnson 1). Parallels can be drawn between September 11 and the 2004 Athens Games and the July 7 attacks and the 2012 London Games.

A year after the July 7 bombings Al-Jazeera aired a video warning of more attacks on London (Rice 1) so fear of possible terrorist attacks at the games are not only rational but could be possible if proper precautions are not taken.

World Rankings of European Cities (Citymayors.com)

Business Most Improved

Economic Growth

Brand Strength

Asset Strength

Brand Utilization

London 1 2 8 2 2 8 Rome 22 22 56 9 6 13 Madrid 6 4 44 11 9 11 Paris 2 6 2 1 1 7 Berlin 9 3 64 3 16 1 Amsterdam 8 16 18 3 5 3 Lisbon 17 10 52 21 16 36 Athens 34 23 43 10 10 8

(Figure 1)

9

Opportunities Economy Although much of the world is in a recession, the economy can be an opportunity rather than a threat. First off, the British pound is one of the strongest currencies in the world. It stakes up quite favorably to other world currencies, which is outlined below.

British Pound (x-rates.com) (As of November 6, 2009)

1 £= American Dollar 1.658 Euro 1.116 Chinese Yuan 11.324 Japanese Yen 150.402 Swiss Franc 1.686 Swedish Krona 11.592 Hong Kong Dollar 12.854 Canadian Dollar 1.777

The Bank of England extended its asset-purchase program by 25 billion pounds with hopes of resurrecting

the economy. In addition, interest rates are at a record low of 0.5 percent (Reuters 1). This means that there is a great opportunity for expansion and development in London as England slowly recovers from the recession. Green Effort Londoners produce about 3.4 million tonnes of rubbish a year, which is enough to fill an Olympic-sized swimming pool every hour. Our aim is to help London’s businesses and the citizens of London improve their environmental performance through:

• Waste prevention, creating less • Recycling the waste you do create

into new products • Coming up with creative ways of

using what’s left over Recycling is the most effective way to do something about London’s waste problem, as it reduces the amount of rubbish that ends up being buried in landfill or incinerated.

(Figure 2)

Critical

Critical

10

The challenge is to change our attitudes and behavior towards reducing and reusing more. If each person takes it one step at a time, we can all help make a real difference and reduce London’s rubbish. To start this process, the City of London should place a recycle bin next to every rubbish bin with pictures indicating what is rubbish and what can be recycled to help the citizens and visitors take the right step. We have an opportunity to change London’s perception to the world about pollution through our green sustainability efforts.

Prioritizing the SWOT

Taking into consideration the realistic damage, realistic benefit, cost of addressing and the timeframe necessary we scored each item. You can clearly see in Figure 2 which items need the most attention. “Notice that strengths and opportunities, which need to be leveraged, are charted above the middle line and the weaknesses and threats, which need to be addressed, are below the middle line. SWOTs that extend beyond [the “critical line” with a score of more than seven] are deemed to be the most in need of being either leveraged or addressed” (Duncan 178).

Marketing Communications Objectives In rebranding London, our marketing objectives are to increase the interest

of businesses and tourism before and after the 2012 Olympics. Therefore, we want to increase tourism by 20% and the amount of businesses based in London by 10% within the next 5 years. These objectives are specific, measurable, achievable and challenging to London.

Developing Strategies and Tactics In order to market our objectives properly, we need to develop strategies and tactics that will be successful with our target audience. Our target audience is anyone looking for a destination for business or pleasure throughout Western Europe and Asia. This gives us the type of person we are targeting and the specific areas we need to market. In a November 6, 2009 press conference Mayor Boris Johnson discussed what he is looking for in the rebranding effort The branding effort “will be used to further attract visitors and businesses to the capital and will be used through cultural, sports and other organizations. In just three years time, the eyes of the world will turn to London as we host the greatest sporting event in the world and it’s appropriate that we brand ourselves accordingly. This is a huge task but one that we must start shaping immediately. The 2012 Olympic Games provide a once-in-a-generation promotional opportunity for the capital, with potential global audiences of half the planet’s population. I am confident that we’re now in a stronger position to showcase the capital’s fantastic array of artistic, cultural and sporting assets” ("Press Release: Mayor").

“We want to increase tourism by 20% and the amount of businesses based in London by 10% within the next 5 years.”

11

When reviewing our SWOT analysis you can see that we are on target with what the Mayor sees as important to the rebranding of London. Our strategies and tactics are to combine the strengths of our entertainment industry (theatre, film, sports, ect.) along with our cultural diversity to propose a plan that will entice people to rethink about the brand of London. Our proposal is to rebrand London as the World’s City. London: The World’s City campaign will consist of world recognized icons of London to entice and draw people to the idea that as The World’s City, London has something to offer to them. We will develop our own website, www.theworldscity.com. This website will be created for perspective travelers and businesses. Here they will find information on London, including: popular tourist destinations, maps and guides, vacation packages, London’s values, mission statement, economic development and business relocation plans and what it means to be the World’s City. We hope that this will become the primary website for London tourism. We would like to integrate the other London tourism websites, such as Visit London, Think London, Study London and Film London into this one singular website. One way in which we hope to promote the website is through YouTube. We will integrate our billboard advertisements into a slide show accompanied with appropriate music and a link to

theworldscity.com. This will be a cost effective way of promoting our website. In addition, The World’s City will have its own Twitter and Facebook accounts to further our reach to perspective travelers. Digitally enabled social exchanges enable

���

��������������� ���� ������������ �����������

���������������������

������������� ���� ������������ �����������

���������������������

����������� ���� ������������ �����������

���������������������

12

new patterns of interaction in which interest groups can form without geographic limit (Deighton/Kornfeld 14). The plan is as follows:

• A series of iconic images with different slogans showing how London is the World’s City. Each will advertise the new website for more information.

• We want to place these images on billboards, busses, taxis, and metro stations throughout the major cities of Western Europe and Asia.

• We also want to target large sporting events that draw large crows and world-wide television audiences throughout our target market this includes:

o The 2010 World Cup Football completion, including the qualification games held in Europe and Asia and the tournament in South Africa.

o The Formula One Series, which holds multiple races throughout the world including: Spain, Monaco, The United Kingdom, Germany, Belgium, Italy, Japan, Malaysia, and Korea.

o The 2010 Tennis Championships at Wimbledon and the French Open.

We are certain that this effort will draw world-wide attention to London, rebranding it as the World’s City and for all to work, live or visit, leading up to the 2012 Summer Olympic Games and into the future.

Setting the Budget Working together with tourist board Visit London, Dan Ritterband promises a gradual campaign, with a £2 million budget, to alter some perceptions of the capital as an expensive and unpleasant place to live and work (AroundtheRings.com). As The World’s City campaign continues forward, we hope to gain a larger budget to work from. London invests £30 million promoting the capital internationally each year (London.gov.uk). We hope that once initial success is reached, we can expand upon the World’s City campaign through an increased budget.

Evaluation Outlined below is how we plan to evaluate the World’s City campaign. Once the campaign is launched we must evaluate our effectiveness through primary research and industry and corporate reports. This evaluation shouldn’t be a onetime event or even a periodic process; rather it should be continual (Duncan 198). While most industry activity can be measured by clear statistics such as steel or auto manufacturing, travel and tourism often generates ambiguous figures (Cobb 1). A popular tool used to measure tourism is SIC Codes. Tourism codes include: passenger travel arrangement operations; eating and drinking places; miscellaneous

13

shopping goods stores, including souvenir shops; hotels and motels; camps and recreational parks; orchestras and entertainment services; commercial sports; miscellaneous amusement and recreational services, including casinos, golf resorts and amusements parks; museums and art galleries; and botanical and zoological gardens (Cobb 1). Other ways of measuring tourism include gathering regional economic data and national telephone surveys. Tourism must be compared to other industries to measure its success (Cobb 1). On the third Tuesday of each month the city of London releases London’s Economy Today through London.gov.uk and by email. A group called GLA Economics collects statistics and publishes London’s Economy Today, which outlines the economic forecast of London (London.gov.uk). One tool that they use is The Purchasing Managers’ index (PMI) which tracks business activity. This tool can be very useful in tracking the economic progress of London. Since London’s Economy Today is published monthly our evaluation can be continual and constant.

Conclusion To answer the original question of how do you rebrand a city, let’s first look at what rebranding is. It is the

process by which a product or service developed with one brand, company or product line affiliation is marketed or distributed with a different identity. This may involve changes to the brand's logo, brand name, image, marketing strategy, and advertising themes. These changes are typically aimed at the repositioning of the brand, usually in an attempt to distance itself from certain negative connotations of the previous branding (Encyclopedia of Brands and Branding). Rebranding is a risky business. The worst thing to do is rebrand yourself into obscurity. It is far better to be bold and memorable, even if it draws criticism from outside the brand's target audience. Focusing on the consumer, and heeding their views, will ensure that a brand retains credibility and stays in their minds (Bashford 26). We are confident that by rebranding London as The World’s City, we will create a positive image while enticing our target audience to rethink what they already know about London. We feel by marketing to Western Europe and Asia will give us the best return on our investment in order to draw more tourism and business into the City of London.

“We are confident that by rebranding London as The World’s City, we will create a positive image while enticing our target audience to rethink what they already know about London.”

i

Appendix I. Statement on Countering Terrorism Although acts such as terrorism may exceed the bounds of marketing, we hope that through our representation of London as a culturally diverse and accepting city will help to offset any potential acts of terror. The best way to prevent terrorism may be to empower the people. During the Beijing Olympic Games Olympic security officials published an anti-terrorism brochure detailing types of threats and what to do if danger is encountered (Hindustan Times, 1). Olympic officials may want to consider a similar approach for the 2012 Olympic Games. II. Strategic Business Plan

Strategic Business Plan for

City of London This document comprises a strategic plan for City of London. It reviews its strengths, weaknesses, threats and opportunities; presents a series of fundamental statements relating to City of London’s vision, mission, values and objectives; and sets our City of London’s proposed strategies, goals and action programs. Strengths, Weaknesses, Threats & Opportunities This strategic plan addresses the following key strengths, weaknesses, threats and opportunities which apply to City of London now and in the foreseeable future: Strengths: Weaknesses: -Education -Expense -Fashion -Crime -Entertainment -Banker’s Image -Ethnic and Cultural Diversity -Pollution -History -Construction Threats Opportunities -Competition (other major cities) -Economy -Terrorism -Green Effort Vision Our vision is to make London the leading destination for tourism and businesses by the 2012 Olympic Summer Games.

ii

Mission Statement We strive to recreate the tourism and business image of the City of London and its surrounding areas in preparation of hosting the 2012 Summer Olympic Games and beyond. By focusing on London’s history, culture, education, entertainment and the arts we will rebrand London as a modern, energetic, vibrant world leading city. Values Are values are to promote peace and human wellbeing through the sharing of ideas using our minds, culture, art, history and even sports to bring mankind together for not only the 2012 Olympic Games, but into the future. By rebranding London, we are able to promote these ideals in a peaceful and sustainably manner. We want to embrace the World though our strengths as a city and welcome all, who work, live or visit beautiful London. We are committed to:

• Welcoming and inviting to all visitors and businesses from around the world. • Promoting peace through art, culture and sports. • Devoted to Multiculturalism. • Dedicated to increasing environmental sustainability efforts.

Objectives In rebranding London, our marketing objective is to increase the interest of businesses and tourism before and after the 2012 Olympics. Therefore, we want to increase tourism by 20% and the amount of businesses based in London by 10% within the next 5 years. These objectives are specific, measurable, achievable and challenging to London. Key Strategies In order to market our objectives properly, we need to develop strategies and tactics that will be successful with our target audience. Our target audience of anyone looking for a destination for business or pleasure throughout Western Europe and Asia gives us the type of person we are targeting and the specific areas we need to market. In a November 6, 2009 press conference Mayor Boris Johnson discussed what he is looking for in the rebranding effort. You can see that our proposal is right in line with the Mayor’s plans. The branding effort “will be used to further attract visitors and businesses to the capital and will be used through cultural, sports and other organizations. In just three years time, the eyes of the world will turn to London as we host the greatest sporting event in the world and it’s appropriate that we brand ourselves accordingly. This is a huge task but one that we must start shaping immediately. The 2012 Olympic Games provide a once-in-a-generation promotional opportunity for the capital, with potential global audiences of half the planet’s population. I am confident that we’re now in a stronger position to showcase the capital’s fantastic array of artistic, cultural and sporting assets” ("Press Release: Mayor"). When reviewing our SWOT analysis you can see that we are on target with what the Mayor sees as important to the rebranding of London. Our strategies and tactics are to combine the strengths of our entertainment industry (theatre, film, sports) along with our cultural diversity to propose a plan that will entice people to rethink about the brand of London. Are proposal is to rebrand London as the World’s City. The London: The World’s City campaign will consist of world recognized icons of London to entice and

iii

draw people to the idea that as The World’s City, London has something to offer to them. Anyone interested in what London has to offer can go to our new website, www.theworldscity.com. This new website will combine the current three websites, of www.visitlondon.com, and into one in order to relay a consistent message. This website will allow viewers to know more about London, book a holiday, find out about attractions and the nightlife, book tickets for theatre, film or sporting events, and even to find out more about economic development and business relocation. The plan is as follows:

• A series of iconic images with different slogans showing how London is the World’s City. Each will advertise the new website for more information.

• We want to place these images on billboards, busses, taxis, and metro stations throughout the major cities of Western Europe and Asia.

• We also want to target large sporting events that draw large crows and world-wide television audiences throughout our target market this includes:

o The 2010 World Cup Football completion, including the qualification games held in Europe and Asia and the tournament in South Africa.

o The Formula One Series, which holds multiple races throughout the world including: Spain, Monaco, The United Kingdom, Germany, Belgium, Italy, Japan, Malaysia, and Korea.

o The 2010 Tennis Championships at Wimbledon and the French Open. We are certain that this effort will draw world-wide attention to London, rebranding it as the World’s City and for all to work, live or visit, leading up to the 2012 Summer Olympic Games and into the future. III. Creative Work Plan Creative Work Plan

1. Key Facts - London is one of the global leaders in education - London is a renowned fashion capital - A variety of entertainment is offered in London (Theatre, film, sports) - Peaceful multiculturalism and ethnic diversity are key attributes of London - London has a lush history (King Henry VIII, Shakespeare, etc.) 2. Problems Advertising must Solve - High cost of living and traveling - Large crime rate against homosexuals and large number of gun crimes - London’s association with big banks - High levels of pollution - Frequent construction 3. Objectives of the Advertising - Increase tourism by 20%

iv

- Increase amount of business based in London by 10% 4. Creative Strategy A. Prospective Definition Anyone looking for a destination for business or pleasure throughout Western Europe and Asia. B. Principal Competition -Rome -Amsterdam -Madrid -Lisbon -Paris -Athens -Berlin C. Promise The city of London will offer both perspective tourists and businesses an ideal destination in which they can engage in education, fashion, entertainment and history. D. Reason Why: London truly is “the world’s city.” 5. Mandatories & Policy Limitations

None IV. Message Strategy Brief The purpose of the marketing communications message is to convince anyone in Western Europe Asia that the City of London will provide a destination be it for business or pleasure who have an interest in education, entertainment, fashion, history and culture. The tone of the message should entice and draw people to the idea that London is The World’s City. IV. Emissions Chart

Carbon Emissions from Consumption of Energy (Million Tonnes of CO2)

Country

2007 World Rank

2006 World Rank

Per Capita Emissions, 2007, Tonnes

Percent Change 1990-2007

England 8 8 9.3 -3.8 Italy 11 11 7.9 -1.7 France 16 15 6.4 -2.9 Spain 18 18 9.5 1.7 Greece 36 36 10.1 1.8 Germany 6 6 10.1 -2.2 Portugal 52 51 5.7 -0.8 Netherlands 24 23 15.8 -5.4

v

Citations Abrams, Alex, and David Johnson. “2004 OLYMPICS FEAR FACTOR The U.S.’s

former enemy, the Soviet Union, provided a natural Olympic rival; Today’s enemy, terrorism, adds reluctance, not interest, to the event.” Florida Times Union: n. pag. ProQuest 5000. Web. 3 Nov. 2009.

Bashford, Suzy. Marketing. N.p.: n.p., n.d. lexis Nexis. Web. 8 Nov. 2009. Bergin, Olivia. “Harper’s Bazaar names Stella McCartney as the best-dressed woman of

2009.” Telegraph.co.uk. N.p., 5 Nov. 2009. Web. 9 Nov. 2009. <http://www.telegraph.co.uk/fashion/fashionnews/6507578/Harpers-Bazaar-names-Stella-McCartney-as-the-best-dressed-woman-of-2009.html>.

“A Brief History of London.” Inetour.com. Lee W. Nelson, n.d. Web. 5 Nov. 2009. <http://www.inetours.com>.

“British Pound.” x-rates.com. N.p., n.d. Web. 6 Nov. 2009. Cobb, Kathy. “Measuring tourism’s impact still an inexact science.” Fed Gazette. N.p.,

n.d. Web. 8 Nov. 2009. Connolly, Marc. “When Sports Became Life and Death.” Espn.com. N.p., n.d. Web. 3

Nov. 2009. Deighton, John A, and Leora Kornfeld. “Social Exchange.” Digital Interactivity: n. pag.

Print. Doughty, Steve. “Melting Post England.” London Daily Mail 6 Oct. 2006: 37. Print. Duncan, Tom. Principles of Advertising & IMC. New York: McGraw-Hill/Irwin, 2005.

Print. Encyclopedia OF Brands and Branding. N.p.: n.p., n.d. Lexis Nexis. Web. 8 Nov. 2009. “Entertainment.” London West End. London West End, n.d. Web. 8 Nov. 2009.

<http://www.westendlondon.com/Entertainment/Entertainment.aspx>. Hill, Dave. “London film festival: London Moves Me.” guardian.co.uk. N.p., 21 Oct.

2009. Web. 8 Nov. 2009. <http://www.guardian.co.uk/uk/davehillblog/2009/oct/21/london-moves-me-historic-transport-films>.

The Hindustan Times. N.p., n.d. Web. 8 Nov. 2009. Jones, Sam. “Reports of Homophobic Crimes RIse in London.” Guardian.co.uk. N.p.,

n.d. Web. 3 Nov. 2009. Laville, Sandra. “London gun crime rises as shootings nearly double.” Guardina.co.uk.

N.p., n.d. Web. 3 Nov. 2009. “London.” The Columbia Encyclopedia. Sixth Edition ed. 2008. Print. “London Census 2001.” Office of National Statistics. UK Online, n.d. Web. 7 Nov. 2009.

<http://www.statistics.gov.uk/census2001/profiles/H.asp#population>. london.gov.uk. N.p., n.d. Web. 3 Nov. 2009. “London - The Capital of Learning.” London Town. N.p., n.d. Web. 8 Nov. 2009.

<http://www.londontown.com/London/The_Capital_of_Learning/>. “London Update -- Games on Track; Mayor Johnson to Rebrand City.”

AroundtheRings.com. N.p., n.d. Web. 8 Nov. 2009. “Pollution puts Britain in the dock.” Metro.co.uk. Monday Metro, 3 Sept. 2007. Web. 9

Nov. 2009. <http://www.metro.co.uk/news/climatewatch/article.html%3Fin_article_id%3D64580%26in_page_id%3D59&usg=__bFyJN87kElnJFYRxj0wguzA4sIQ=&h=125&w=175&sz>.

vi

“Press Release: Mayor Unveils New Council to Promote and Rebrand London.” London.gov.uk. N.p., 6 Nov. 2009. Web. 8 Nov. 2009. <http://london.gov.uk>.

“Press Release: Mayor unveils new Council to promote and rebrand London.” London.gov.uk. N.p., 6 Nov. 2009. Web. 8 Nov. 2009. <http://london.gov.uk>.

Prigg, Mark. “London’s pollution ‘affecting other British cities.’” London Evening Standard 11 Aug. 2009: n. pag. Web. 8 Nov. 2009. <http://www.thisislondon.co.uk/news/article-13026789-londons-pollution-affecting-other-british-cities.do>.

Reeves, Richard. “Life in the Melting Pot.” Management Today Sept. 2005: 29. ProQuest. Web. 3 Nov. 2009. <http://www.proquest.com>.

Reuters. “Bank to Pump £25 Bln More Into Economy .” New York Times. N.p., n.d. Web. 6 Nov. 2009.

Rice, Mark. “A year after bombings, London still on alert ; On the anniversary of 7/7, Al Jazeera airs a video warning of more attacks.” The Christian Science Monitor: n. pag. ProQuest 5000. Web. 3 Nov. 2009.

“Top 10 London Historic Attractions.” Britian Express. N.p., n.d. Web. 5 Nov. 2009. <http://www.britainexpress.com>.

Visit London. N.p., n.d. Web. 7 Nov. 2009. <http://www.visitlondon.com>. Wallop, Harry. telegraph.co.uk. N.p., n.d. Web. 3 Nov. 2009. “Welcome to Viridor.” Viridor - Keeping London Recycling. N.p., n.d. Web. 9 Nov.

2009. <http://www.london-recycling.co.uk/index.html>. “Works in Progrss.” City View Magazine Aug. 2009: 8-11. Print.