David Adam

Positioning London for 2012 and beyond

Positioning London for 2012 and beyond

• Feb 2009 initiate brand strategy• London’s promotional infrastructure –

fragmented, in need of coordinated approach• Creation of the Promote London Council• Bring together business and public sector

involved in the promotion of London• Harnessing the power of other institutions

Promote London Council Membership

The Mayor’s strategic direction

Strategic Drivers of PLC

• Financial Crisis of 2008 - threat to London’s reputation as a financial centre:– London is Open for Business

• London’s opportunity – the 2012 Games

PLC recommendations

1. Integration of Visit, Think, Study into one promotional agency

2. Create a unified brand proposition

Brand

• Saffron appointed to develop brand. Strong track-record, place-branding specialists.

• The right look and feel. Clean and simple design aesthetics.

• Bold with a sense of humour

Brand Values

A Broader Architecture

The brand has a tone of voice

which is bold, confident and

quirky

Expressing London’s

richness and our sense of

humour.

Tone of Voice

OpenLondon is open-minded to new ideas; a city that welcomes people to make their mark.

Diversenot just in its population, the city’s breadth of offer and diversity of experience means there’s always more to discover. ConnectedLondon is arguably a hub for the world; easy to get toand be part of.

Inspiringeverything about London inspires; broadening horizonsand cultivating innovation.

World-classwith its iconic contributions to the world, no othercity compares.

We all tell the world about London. If we all tell the same story, we can build a very powerful, differentiated brand.

Five key attributes have been identified that form the building blocks of our promotional messages for London. They are:

Summary

2010 2011 2012 2013 2014 2015 2016

WorldEconomic

Forum