A new six-week campaign, called My Perfect West End Day,has been launched by the West End Partnership to boost visitor numbers to London’s West End.
The aim of the campaign is to build on the success of London’s Olympic Games and will feature weekly prizes of activities involving shops, theatres, restaurants and hotels in the West End area.
Endorsed by Mayor of London Boris Johnson, the initiative will feature a number of West End personalities speaking about their perfect West End days, and exploring the best shopping, dining, theatre and hotels in London.
Chairman of the West End Partnership Daniel Astaire said: "I believe the real business legacy of the Games is yet another demonstration that nobody can pull off large-scale events and accommodate people the way London does.
“The Games have been a platform to demonstrate how easy London is to navigate around and do business in. It will be the cue for London to attract international events and conferences like never before."
Mayor of London, Boris Johnson added: "London's West End is world renowned and rightly so. Where else can you spend a day enjoying premier shopping, sampling sumptuous cuisine from all corners of the globe and top it off with a fabulous West End show?
“The Olympic Games gave us a fantastic opportunity to showcase what London has to offer and we need to build on this success and show why the capital is the best big city on the planet to live, visit and do business in."
The West End Partnership formed in 2005 and was previously known as the West End Marketing Alliance. Its members include the Crown Estate, Covent Garden London, Heart of London Business Alliance, London and Partners, the Regent Street Association, Shaftesbury PLC, Society of London Theatre, West End Culture Quarter and Westminster City Council.