“The BIG team are talented in getting the most diverse audiences to reveal insights that not only surprise but also can lead to solutions that are inventive in their simplicity.”

PROJECT DIRECTOR, WESTMINSTER CITY COUNCIL,

01/ CHALLENGE

We need to make London the number one tourist attraction in the world again, to bolster a weak UK economy.

02/ SHIFT

How to treat London as a brand and unite distinct stakeholder groups - Members of Parliament, lobbyists, landlords, restaurateurs, theatre owners, retailers, residents and tourists - behind an action-led innovation program aimed at iconising certain zones or sub-brands within the capital.

03/ SOLUTION

One tangible example of our work was the renaming of the streets from Piccadilly Circus to Cambridge Circus as ‘TheatreLand’.

The uniqueness of this area was enhanced by distinctive street signage.

Our efforts led to 11% increase in theatre footfall in the launch year, giving back a sense of pride in the community, which to this day, galvanises change.

Addressing a city of global citizens to create an inclusive brand.