WEST END COMMISSION29TH NOVEMBER 2012

WHO ARE WE?

London & Partners is the official promotional organisation for London, incorporating the official convention bureau for London.

We promote London as the world capital of business, the world’s leading centre of talent and creativity and the world’s top visitor destination. And we attract and deliver value to businesses, students and visitors.

PROMOTIONAL STRATEGY

Twin mission:•To Enhance London’s Reputation•To deliver maximum additional economic value for the London Economy

During 2012Maximise London’s positive exposure during the Olympic and Paralympic Games

Position London as the world capital of business

Attract foreign direct investment and events which support the growth of world class business clusters.

Help London businesses to access global value .chains

Position London as the world’s leading centre for talent and creativityMake London knows as a leader in cutting edge innovation and trends in contemporary culture

Attract new leading academic and research centres

Position London as the world’s top visitor destination

Give visitors compelling reasons to come, and return, to London.

Turn visitors into ambassadors

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2011 visitors 2011 receipts

Overseas 15.2 million(+3.5%)

£9.4 billion(+7.1%)

Domestic 11.1 million(-2.6%)

£2.4 billion(-0.6%)

Day trips 297 million £10.9 billion

LEADING VISITOR DESTINATION

OPPORTUNITIES/THREATS

OPPORTUNITIESGrowth in emerging markets Luxury sector/RetailBuild on London’s inherent strengths:

o History and cultureo 150 theatres o Green spaceso Famous landmarks &

monumentsOlympic LegacyNew Iconic events – e.g. Ride London

THREATSImmigration & Aviation PolicyIncreased retail competition within LondonHigh Cost of Stay

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LONDON AS A CENTRE FOR TALENT AND CREATIVITY

• 108,710 international students study in London HEIs – a 5% increase in the last academic year – generate £5.7bn and 94,000 jobs

• International students account for 26% of the total London student population.

• Overall, London is home to 24.2% of all international students studying in the UK.

• There are students from 213 nations studying in the capital.

• London has more international students than New York (78,888) and Melbourne (63,450).

• The economic impact of international students studying in London is over £2.5 billion per annum.

• The number of HE students from non-EU countries measured 73,680 in 2010/11, an increase of 2.2% in the last academic year.

• 53% of international students studying in London are postgraduate students, down 1% decrease on last year.

OPPORTUNITIES/THREATS

OPPORTUNITIESPrestige of “London Degree”Growth in emerging markets Build on alumni networks Focus on countries where London is under-represented (Nigeria, Saudi Arabia, Malaysia, Brazil)Collaboration between London’s universities and international academic institutions

THREATSLondon Met - Tarnished reputation in IndiaImmigrationIncrease in feesIncreased competition

WORLD CAPITAL OF BUSINESS• No.1 European City for Business – 22nd year running• Direct flights to over 400 destinations worldwide• More than 50% of all European Headquarters are in London

• Home to world class business clusters, Tech, Life Sciences

• Europe’s leading Financial centre

• World media centre

• 22,000 tech companies, home to Tech City

• Life Sciences hub

• Retail capital of the world• Risen from 19th in 2009 to 7th 2011 in International Congress and

Convention Association (ICCA) league table

WORLD CAPITAL OF BUSINESS

London regained its position as the world’s leading destination city in 2011

It attracted 375 projects in 2011 – this represents more than 1/3 of all UK projects

Source: fDi Intelligence, from the Financial Times Ltd 2012.

Source: FDI Markets, from the Financial Times, 2012

FDI project locations by borough 2007-2012

Source: Nexus 201210

2011 London & Partners’ confirmed projects by country of origin

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Top 10 Sectors by number of projects for 2011

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2011 Confirmed Projects by Function

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OPPORTUNITIES/THREATS

OPPORTUNITIES•Prestige•Emerging Markets•European HQs•Growth of existing stock•Retail•Halo effect of Major Conventions

THREATS•Aviation Capacity•Cost•Hi-tech/creative sectors moving East•Planning flexibility•Eurozone Crisis•Increased competition – e.g. Switzerland re HQs/Hedge Funds

ENHANCING LONDON’S REPUTATION –

THE OPPORTUNITY

• London & Partners was created to position London with a single voice as the world’s leading city

• The 2012 games has provided the platform

• We have the opportunity to update perceptions and to reach new audiences

• To take this opportunity we have to work together with London stakeholders to position London

WHY LONDON’S REPUTATION MATTERS

London faces intense competition from mature and fast growing cities: New York, Tokyo, Paris, Singapore, Hong Kong, Shanghai, Mumbai, Sao Paulo, Istanbul, Dubai and Seoul.

GLOBAL COMPETITION

THREATS TO COMPETITIVENESS

CUSTOMER BEHAVIOUR

LEADS TO GROWTH

London faces significant threats to its competitive position: EU banking regulations, UK regulation, visa difficulties, aviation capacity

Direct experiences, what the city does and what others say lead to city reputation, which in turn influences customer behaviour

Increased reputation This leads directly to increased visitors, students and business investment

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WHAT IS OUR APPROACH

A clear understanding of London's place in the world

A clear articulation of London’s promise

An invitation to our audiences

A framework to position London

DEVELOP PLATFORM

GALVANISE LONDON’S INFLUENCERS

DEVELOP PARTNERSHIPS

ROLL OUT PROGRAMME

Work with London’s array of organisations and national stakeholders in order to maximise our reach

Associate the city with world leading organisations and brands

New messaging across our all our activities

Work with partners to amplify what is happening in London and extend its reach

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