London Development Agency
Project title: Helping an international development agency maximise the potential of its capital
The brief
In 2002, the LDA set up Team London, a network of 21 partner agencies responsible for marketing and promoting London to international markets. LDA continues to play an important role by providing funding for key activities and through its ongoing responsibility for managing London’s inward investment, tourism and film marketing arrangements.
All About Brands was briefed to undertake an independent review of agencies’ and partners’ marketing activities. LDA wanted to better understand its current market position, as well as to identify opportunities for more targeted brand building across the business, education and tourism segments.
The solution
We mapped the major cultural and commercial trends affecting London as an investment destination. We conducted a quantitative study to highlight strengths, weaknesses, opportunities and threats facing the city (and its primary competitors). We then translated these findings into a programme for more detailed qualitative analysis across the network.
We interviewed all 21 agencies and ran a series of workshops to map out areas of joint interest. Through closer consultation, we were able to design a fully integrated marketing strategy that focused the agencies on the importance of a shared proposition for London.
The results
By acting on our recommendations, Team London has reoriented its marketing strategy to leverage cross market opportunities. The network is now working collaboratively to identify and exploit shared marketing opportunities. The result is a more cohesive and targeted international marketing strategy for London.