Mayor answers to London

Story of London 2010 – marketing

Question number2834/2010
Meeting date15/09/2010

Question by Dee Doocey

The previous Story of London had low public awareness. What lessons have been learnt to ensure that people know what is happening this time?

Answer by Boris Johnson (1st Term)

In its first year in 2009, the Story of London received extensive media coverage, the festival website received 57,949 visits, an estimated 150,000 people enjoyed a Story of London event and 200 partner organisations participated. Our funding partners recognised it to be a successful event and have committed to continue funding in 2010. Obviously there is always room for improvement and we have worked with partners to amend the marketing and press strategy in a number of ways; for instance, producing a comprehensive festival guide in collaboration with Time Out magazine, funding niche marketing for local museum-related events, focusing press strategy on local media and maximizing benefit from the new website’s improved capacity and functionality.

Main question

Dee Doocey