In April 2009, WEMA launched a spring campaign in partnership with the Greater London Authority and Visit London, encouraging Londoners to visit the West End. The aim was to attract visitors to experience the shopping, dining, entertainment and culture in the area.

Mayor of London Boris Johnson launched the campaign in Covent Garden with cast members from Priscilla the Musical.

The West End London website was a major focus, encouraging sign up with a series of free events across the wider West End, including traffic-free events in Oxford Street, Regent Street, promotional shopping events in Regent Street and Carnaby Street and free live music in Chinatown, Leicester Square and Covent Garden.

Campaign Results

The It's Time campaign was supported by our media partners The London Paper and Time Out online and the campaign generated 50 pieces of UK national and London media coverage, reaching over 34 million readers and with a value of more than £1 million. The total value of promotions amounted to £1 million, with 25,000 people adding their details to the promotional database. The campaign delivered a Return on Investment of 275:1.