WELCOME BACK E N C O U R A G I N G T H E R E T U R N O F O U R

W E S T E N D C U S T O M E R S

J U LY 2 0 2 0

IN THIS PACK

1. Advocacy & Communications

- New West End Company advocacy campaigns to support the

recovery for our retail and leisure businesses

- Communications programme to promote our advocacy and

customer confidence agenda

2. Initiatives & Activations

1. Re-engagement and Reassurance: driving customer confidence and

footfall

2. Product and Promotion: driving customer interest and intent to

spend

3. People and Place: customer connection and advocacy

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ADVOCACY & COMMUNICATIONS

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1. Transport: The Government and transport operators should actively promote greater use of safe public transport

2. Customer Confidence: Official messaging should actively promote confidence and encourage people to return to offices and high streets

3. International Visitors: Government should remove unnecessary quarantine restrictions, extend tax free shopping to visitors from the EU, worth up to £1.4 billion in additional annual sales, match Schengen visitor visa improvements for high-spending Middle Eastern visitors and lift Sunday trading restrictions in International Centres

4. Business Support: High street businesses that have not yet seen visitors return need the current business rate holiday extended beyond April 2021

5. Planning, Licencing & Regulation: We support the measures introduced in the Business and Planning Bill and seek greater use class flexibility as part of the forthcoming planning policy paper

RECOVERY ADVOCACY CAMPAIGNSW E A R E C A M P A I G N I N G T O I N S T I L C U S T O M E R C O N F I D E N C E A N D F O R L O N G E R T E R M P O L I C Y M E A U S R E S . W E H A V E F I V E

K E Y A S K S T O S U P P O R T T H E W E S T E N D R E C O V E R Y :

Click here to read more about our key asks

RECOVERY COMMUNICATIONS

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W E A R E W O R K I N G W I T H M E M B E R S & P A R T N E R S T O B U I L D C L E A R A N D C O N S I S I T E N T

M E S S A G I N G T O S U P P O R T O U R C U S T O M E R C O N F I D E N C E A N D A D V O C A C Y C A M P A I G N S

Daily Footfall reports and monthly intelligence reports, including flight and hotel tracking data

Covid-19 Updates once a week

West End Member Update monthly

Monthly West End Resilience LIVE invitations

Our Management Group calls will take place weekly to discuss trading & operational management

COMMUNICATING WITH OUR MEMBERS

We continue our member communications programme to ensure that all members are updated regularly with any Government and industry news throughout the recovery phase. Members will receive:

WEST END RESILIENCE LIVE

We are continuing to run West End Resilience LIVE, our webinar series where our speakers bring together businesses and employees with a selection of inspiring speakers to offer engaging information, while keeping you informed about trends and policies that are shaping the West End. Click here to view past sessions

TELLING THE WEST END STORY

The reopening of the West End continues to attract both national and international media attention. We are working with our partners to deliver a narrative that positions the West End as a safe, confident and sustainable district through our media management programme

INITIATIVES & ACTIVATIONS

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F R O M S U M M E R T O C H R I S T M A S : I N I T I A T I V E S T O B O O S T T H E W E S T E N D

T R A D I N G E N V I R O N M E N T

HELPING OUR MEMBERS ATTRACT CUSTOMERS

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I N A D D I T I O N T O O U R A L W A Y S O N D E S T I N A T I O N

D I G I T A L C H A N N E L S , T H E F O L L O W I N G P A G E S S E T

O U T O U R 3 - S T A G E A P P R O A C H T O H E L P D R I V E

B A C K F O O T F A L L , S P E N D A N D A D V O C A C Y

1. RE-ENGAGEMENT & REASSURANCE: reinstall customer confidence by highlighting safety hygiene measures across the district and in-store and leisure businesses. Encourage visitation and dwell time by promoting transport and convenience services to enhance visitor experience.

2. PRODUCT & PROMOTION: drive customer interest and intent by curating compelling content to showcase the West End’s unique offering. Partner with third parties to leverage marketing channels and communicate to target audiences.

3. PEOPLE & PLACE: celebrate the importance of community with festive installations and campaigns to evoke an emotional connection with customers and brand affinity as we move into 2021

To find out more and get involved with our

initiatives, please contact:

Oxford Street: Luciana.Magliocco@newwestend.com

Bond Street & Mayfair: Katie.Thomas@newwestend.com

Regent Street: Please contact The Crown Estate at rsr@tcs-uk.net to find out more

RE-ENGAGEMENT & REASSURANCEJ U L Y – A U G U S T

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K E Y M E S S A G I N G

N W E C A C T I V I T Y

M A R K E T I N G A C T I V I T Y

M E M B E RA C T I V I T Y

ACCESSIBILITY:Educate and encourage customers to use alternative modes of transport to travel into and around London’s West End

Launch West End Cycle Programme including Bike Buddy Scheme, Additional Parking Spots and Bike Repair Services

Partner with Black Cabs to provide Pick Up and Drop Off service with preferential West End Shopper rates

Partner with QParks to provide 25% discount on West End parking

Partner with fitness app to create Commuter Challenge series

Owned: Dedicated ‘Getting Here’ hub

Paid: Social Advertising and Posts

Earned: Promote across tourism and transport

partner channels e.g. TfL, Citymapper, Strava, Visit London, Q Park

Required:Promote West End Accessibility on brand websites and social media channels

To promote the 25% parking discount across 5 West End QPark carparks contact; katie.thomas@newwestend.com

(link to be shared with members individually as member pack follow up)

SAFETY & SERVICES:Inform customers of new district and in store COVID control measures

28 Hand Sanitiser Stations On Street Toilet Facilities Daily District Deep Clean Social Distancing Management Provision of free face coverings Launch Interactive ‘Customer Services’

wayfinding map

Owned: Update member listing pages Update ‘Visiting Us’ website hub Send ‘How We’re Keeping You Safe’

Customer Newsletter

Paid: Promote across media titles e.g. Heart

Radio, Londonist, Time Out

Required:1) Share details of any change to in store services and policies

2) Confirm acceptance of ‘Wayfinding Map’ QR code vinyls to display on windows / till POS

Deadline: Monday 3 August

POC: westendmarketing@newwestend.com

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PRODUCT & PROMOTIONA U G U S T & S E P T E M B E R

K E Y M E S S A G I N G

N W E C A C T I V I T Y

M A R K E T I N G A C T I V I T Y

M E M B E RA C T I V I T Y

OFFERING AND EXPERIENCES:Highlight the best of the West End and champion it as a ‘SAFE’ fashion, dining and cultural offer to attract more day visitors and domestic tourists

Launch ‘My West End’ advertising campaign with Global Radio media, rewarding customers who snap and share their visits

Launch tactical campaign to promote and reward shopping in the West End, in partnership with Major Credit Card Company (subject to contra-deal)

Launch ‘Days Out’ Social Series, working with credible bloggers and editors to curate and promote the best of the West End

Content Inclusion in Visit London’s ‘Because I’m a Londoner’ campaign

Owned: Website Campaign Hub Themed Destination Guides Customer Newsletters

Paid: Media partnership Global Radio– on air & digital Promotion across Influencer and media channels Social Advertising and Posts

Earned: Promotion across Credit Card Provider customer

channels and newsletter send outs Promotion across Visit London’s campaign hub

and newsletter send outs

Required:1) Share hero / exclusive West End content, copy and imagery – product, services, special menus2) Confirm desire to host Influencers on immersion days and provide complimentary experience / gift

Deadline: Friday 7 August

POC:westendmarketing@newwestend.com

WELCOME BACK WEST ENDERS:Celebrate the reopening of offices and reward local workers – driving more dwell time and spend in retail, restaurants, hotels and leisure.

Launch the West End Club- an exclusive loyalty scheme for local workers

Earned: Promotion across local businesses’ staff intranets Promotion across property partner B2B sites

Paid: PR launch moment Social media geo-targeting

Required:1) For Launch: Provide an exclusive offer, imagery and T&CsDeadline: Monday 13 August

2) Ongoing: Provide details of monthly offers, events, giveaways Deadline: 1 week turnaround

POC: westendclub@newwestend.com

PEOPLE & PLACEO C T O B E R - J A N U A R Y

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K E Y M E S S A G I N G

N W E C A C T I V I T Y

M A R K E T I N G A C T I V I T Y

M E M B E RA C T I V I T Y

THANK YOU HEROS:As we near the end of 2020 our Christmas activity will put the spotlight back on the incredible frontline workers who saw the country through the COVID-19 crisis

COVID ‘SAFETY’ AT CHRISTMAS:Reassurance of measures and services in place across transport, in our district and across West End businesses.

Launch interactive campaign where the nation will be invited to nominate their front line hero for a chance to have their name in lights and win a West End experience.

Owned: Homepage Takeover Campaign Hub including video series E-Newsletter Social Posting

Paid: National media campaign across

print, digital and radio Partnership with major trainline

operators

Earned: Social Sharing and Engagement

Required:Confirmation to provide a magical experience for weekly campaign winners

Deadline: Monday 28 September

OFFERING AND EXPERIENCES:Drive consistent footfall throughout the festive period, promoting extensive and unrivalled seasonal offering across product, shopper services, events and offers

Details to be confirmed in September Details to be confirmed in September Details to be confirmed in September

THANK YOUF O R A N Y C O V I D R E C O V E R Y Q U E R I E S , P L E A S E C O N T A C T

C O V I D @ N E W W E S T E N D . C O M

F O R S T R E E T M A R K E T I N G Q U E R I E S , P L E A S E C O N T A C T :

O X F O R D S T R E E T : L u c i a n a . M a g l i o c c o @ n e w w e s t e n d . c o m

B O N D S T & M A Y F A I R : K a t i e . T h o m a s @ n e w w e s t e n d . c o m

R E G E N T S T R E E T : T h e C r o w n E s t a t e r s r @ t c s - u k . n e t

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