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REVIEW OF THE YEAR
ACHIEVEMENTS AND IMPACT
2013-14
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Our role 3
Our structure 5
KPIs and performance 7
Major areas of activity 11
London’s reputation 12
Leisure marketing and digital 15
Trade and investment 19
Business tourism 23
Major events 27
Higher education 31
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CONTENTS
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│ OUR ROLE
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L&P’S ROLE
Promote London and attract overseas companies, events, students and
visitors to the capital, to build London’s reputation and create additional
jobs and growth for the city
We support the delivery of Vision 2020 and three important priorities for
the Mayor:
• Championing London – as the best place on the planet to visit, study
and do business
• Creating 200,000 new jobs – we are on track to contribute 20,000 jobs
to this total
• Attracting investment to develop and regenerate opportunity areas in
London
Our mission: To tell London’s story brilliantly
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│ OUR STRUCTURE
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COMPANY STRUCTURE 2014/15
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│ KPIs AND PERFORMANCE
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KEY PERFORMANCE INDICATORS
We report only the additional economic benefits directly attributable to
L&P’s activities – in the form of 3 main KPIs
Jobs
supported
Jobs
createdGVA
Measures our direct
economic contribution to
London and
demonstrates the overall
return on public sector
funding
Measures how many new
jobs we have created
through attracting FDI
into London
Measures how many jobs
have been supported by
the spend of tourists,
delegates, spectators
and students that we
have attracted to London
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HEADLINE PERFORMANCE
3,5
00
4,1
36
Overall ROI 15:1
2,8
40
4,1
36
3,5
00
Target Actual
GVA
£280m
£2
26
m
Target Actual
Jobs
7,6
32
6,5
00
ROI figure based on total costs and income, including
private sector benefits in kind
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HOW WE MEASURE OUR IMPACT
Through close working relationships with GLA Economics, we have
developed a ‘best in class’ measurement framework
We report only the additional economic impact created as a direct
result of our intervention (i.e. over and above what would have
happened in the absence of our promotional activities)
We do not take into account indirect or induced economic benefits
Our economic impact models are based on large surveys with our
audiences and we discount based on a range of factors including
over optimism and displacement
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│ MAJOR AREAS OF ACTIVITY: 2013-14
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LONDON’S REPUTATION
• Build London’s reputation as a thriving world city –and in particular as a centre for technology, life
sciences and culture
• Generate positive national and international coverage about London
Role
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LONDON’S REPUTATION
• Leading role in set up and launch of Med City
• 5 front pages of the Evening Standard
• International coverage of Mayor’s trip to China,
including by media partner CBN
• Active collaboration with London’s top cultural
institutions
• Set up new London medical ambassadors
programme
Headline
achievements
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LONDON’S REPUTATION
• £42 million AVE in 9 months (Jan – Sept 2013) Impact
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LEISURE MARKETING AND DIGITAL
Size of the
market
• London’s tourism economy valued at £36 billion, supporting 700,000 jobs
• 21.8m visits to London in 9 months (Jan – Sept 2013) with spend of £10.3bn
• Record numbers projected for full year 2013 – more than 16 million international visitors for the first time
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LEISURE MARKETING AND DIGITAL
• Run London’s official tourism website, visitlondon.com
• Target national and international tourists through
marketing and promotional activity including social
media
• Liaise with the travel trade
Role
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LEISURE MARKETING AND DIGITAL
• Secured celebrity support for The London Story campaign and achieved 1.63m visits to microsite
• 23 million unique visitors to visitlondon.com
• New virtual tour on vl.com with 1 year of dwell time
Headline
achievements
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LEISURE MARKETING AND DIGITAL
• Generated £118 million GVA for London
• Supported 2,115 jobsImpact
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TRADE AND INVESTMENT
Size of the
market
• £414 billion global industry
• UK share is 4.3% - equivalent to £17.7bn
• London attracts 37% of the FDI projects coming into
the UK and is second only to Singapore
internationally
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TRADE AND INVESTMENT
• Persuade companies to set up and grow in London
• Support UK companies to trade
• Help attract institutional investment into regeneration
projects
Role
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TRADE AND INVESTMENT
• Supported 264 international companies to
expand or set up in London
• Included investments from 4 property
developers and 24 S&P500
• Helped secure £1bn ABP investment in the Royal
Albert Docks and £800m Dalian Wanda
investment in Battersea Nine Elms
• Very successful Mayoral trip to China and the
Gulf
• Ran successful business hosting programme at
WIEF
Headline
achievements
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TRADE AND INVESTMENT
• Generated £100 million GVA
• Created 4,407 jobs Impact
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BUSINESS TOURISM
Size of the
market
• Meetings industry generated £58.4 billion GDP in 2011
• Added £5.6 billion GVA to London’s economy in 2011
• Industry directly supports 423,500 jobs in the UK
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BUSINESS TOURISM
• Run London’s official convention bureau
• Bid to attract major association and corporate congresses to London
• Support event organisers to build and grow events in London
Role
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BUSINESS TOURISM
• Working with UBM to create inaugural London Technology Week
• Redeveloped and launched new Convention Bureau website
• Secured return of AdWeek Europe with 14,000 delegates
• 5 citywide congresses confirmed for 2015 –20,000 delegates
Headline
achievements
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BUSINESS TOURISM
• Generated £31 million GVA
• Supported 558 jobsImpact
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MAJOR EVENTS
Size of the
market
• Major events generate significant value for the
London economy
• e.g. Ride London year one £13m, NFL £23m for
one game, London Marathon £27m
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MAJOR EVENTS
• Secure new major sporting and cultural events for
London
• Work with existing major sporting and consumer
event organisers to grow their events and reach new
audiences
Role
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MAJOR EVENTS
• Secured 6 new events for the Queen Elizabeth
Olympic Park
• Successful, award winning inaugural RideLondon event
• Built Next Big Thing event goers database to over 83,000
Headline
achievements
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MAJOR EVENTS
• Generated £16 million GVA
• Supported 287 jobs
Impact
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HIGHER EDUCATION
Size of the
market
• London is the most popular city in the world for international study
• 105,000 students from 222 countries
• International students add £2.5 billion a year to London’s economy
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HIGHER EDUCATION
• Champion London as the world leading centre of higher education
• Run studylondon.ac.uk and london.cn
Role
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HIGHER EDUCATION
• Promotional activity in China with LUIP, in conjunction with Mayor’s trip
• Launch of london.cn, tailored to prospective Chinese students
Headline
achievements
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HIGHER EDUCATION
• 30,302 new registrations on studylondon.ac.uk
• 1.2 million unique visitors to the website
• 2,000 registrations from prospective Chinese students since launch
• Generated £14.8 million GVA
• Supported 265 jobs
Impact
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