London Mayor launches West End It's Time

London Mayor Boris Johnson has unveiled a campaign to encourage more shoppers to visit London’s West End. Called West End It’s Time, the initiative will run for 50 days and include free events such as open-air concerts, traffic-free days and discounts at major retailers. Launching the campaign, Johnson said: “It is immensely encouraging to see West End businesses coming together to ensure we keep attracting shoppers and tourists into town during these tough times.” The campaign comes after criticism in March that Johnson was not doing enough to support London’s West End through the recession.

The initiative, including £1m in promotions and 50 days of free events throughout the West End, aims to capitalise on the increasing number of people holidaying in the UK. Londoners account for less than 50% of people visiting the area's main Oxford, Regent and Bond Streets shopping areas, preferring to shop in their local areas. However, the West End Marketing Alliance, a group of organisations in the area, wants to reverse that trend with its new promotion entitled West End It's Time.

It is being jointly run by the New West End Company and Westminster Council. New West End Company spokesman Jace Tyrrell said: “With many Brits choosing to holiday at home this year, West End It’s Time is an initiative dedicated to this growing trend.”

Also being launched this week by the Mayor of London is the £2.4m Only In London marketing campaign, which is aimed at drawing in visitors to the capital as a whole.

Image: Oxford Street