rebranding london: converging a royal history and an auspicious future

8/8/2019 Rebranding London: Converging a Royal History and an Auspicious Future

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Ruth Harper

Ashley Sandau

Jonathan Luce

Rebranding London:

Converging a Royal History and an

Auspicious Future


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Table of ContentsExecutive Summary .......................................................................................................................... 2

Overview ............................................................................................................................................ 2

Target Audience ................................................................................................................................ 3

SWOT Analysis .................................................................................................................................. 4

MC Objectives and Goals .................................................................................................................. 6

Improvements and Strategic Plans ................................................................................................... 6

The Big Idea ...................................................................................................................................... 6

Tactics and Rationale ........................................................................................................................ 6

Setting the Budget ............................................................................................................................. 7

Evaluating Effectiveness ................................................................................................................... 8Conclusion ......................................................................................................................................... 8

Appendix ........................................................................................................................................... 9


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Executive Summary

Built by the Romans two millenia ago,London is a city steeped in rich history. It

was at one time thought to be the capital ofthe world. Since then, late entrant citiessuch as New York City and Sydney havegrown steadily and overshadowed London.However, with the 2012 Olympic Gamesquickly approaching, it is soon to be thecapital of the world yet again.

In the March 2007 issue of New YorkMagazine, authors Eugenia Bell & MattWeilandstate, If Paris was the capital of the19th century and New York of the 20th,London is shaping up to be the capital of the21st.

Our campaign is geared toward makingthis predication a reality.

Overview

The City of London: A brand?Established during the reign of the RomanEmpire, London has a long-standing

reputation. The city is well-known for itshistory, landmarks and customs. However, because the city is known for its antiquityand royalty, its image as a modern, fun placeto visit is often ignored or completelymissing. London should not destroy thishistorical, sophisticated imagery. However,it should combine these ideas of old prestigeand modern fun to create a powerful imageof the city in the minds of its target market.

Londons Values Positive, meaningful relationships

with residents and visitors of the city The usefulness and intrigue of the

past The extraordinary possibilities for the

future Diversity among people and interests


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Current Perceptions of London According to interviews, an online surveyand secondary research, many people whodont live in London see the city as expensive

and old-fashioned. Many non-residents alsorelate it primarily tospecific landmarks,like Big Ben. While thecitys landmarks areimportant, we need torebrand London soour target marketthinks of more than asingle landmark; weneed to make ourtarget associate thecity with a feeling oremotion. This is because, according toTybout, Emotional benefits shift the emphasis from the brandand its functions to the user and the feelingsto be gained by using the brand. These benefits are related to enduring, basichuman needs and desires (Tybout 19). Thiscampaign will address the basic humandesire to learn and have fun. We also need to

show our audience the multitude of activitiesavailable to visitors to establish London isnt just a city centered around the past but alsoa city focused on fun right now andimprovement for the future.

Londons VisionLondon will be the most-visited city in all ofEurope. People will begin to recognizeLondon's great history along with thetechnological advances it possesses. It will

serve as the capital of the world in the 2012Summer Olympics and people will see howtruly great this city is.

Londons Purpose & RoleThe City of London will make the properadjustments to ensure people will recognizeit as the best city in the world. We want

people to be able to explore the amount ofdiverse activities the city possesses alongwith the friendliness of the people who livehere.

Target Audience

Because the City ofLondon is so vast and varied, it can easilyappeal to a wide arrayof people, includingtravelers or tourists,

businesspeople,artists and musicians.However, with the2012 Olympic Gamesfast approaching, thecity should focus onappealing to tourists.

Though the games are two-and-a-half yearsaway, the city will prepare for them duringthis time period and revamp the city, so tospeak. In doing so, city officials canspecifically target travelers looking to visitLondon for whatever reason, be it thehistory, Olympics, theater, or museums. The

key target audience will likely be people age20-55 because, within this age groupcategory, there will likely be people who willbe interested and able to appreciate both theold and the new of London. The targetmarket will also focus on socially inclinedextroverts who have many different kinds ofinterests, from history to theater to sports.

A subset category of people London cantarget are businesspeople traveling with

families. It can project the city as one withplenty to offer both for the businesspersonand his or her spouse and children. As it isan international city of some renown both inthe work/business arena as well as that oftravel and leisure, it would not be difficult topromote and emphasize each aspect.


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SWOT

StrengthsThe City of London is filled with many

strengths that have molded it into thewonderful city it is today. One of its greateststrengths is its rich history and traditions. As one of our interviewees who is a nativeLondon resident said, London is one of themost diverse cities in Europe. Therefore[one] can find and do almost anything fromentertainment to food. Many peopleassociate the City of London with landmarkssuch as Big Ben, museums, the Tower ofLondon, St. Pauls cathedral, Windsor Castleand Kensington Palace. Many of theselandmarks have been around for hundredsof years and attract many tourists every year. One of the greatest traditions thatpeople come from all over the world to see isthe changing of the guard, which is whenthe Queens Guard changes in the frontcourt of Buckingham Palace. This is aspectacle that is very popular and one thatattracts a great crowd each time it is done(Porter). It is essential that Londoncontinues to use these powerful landmarks

and traditions as a tourist mechanism.

A second strength London possesses is itstheaters andart, which gohand andhand with themulticultural

diversity thecity has as well. The

Museum ofLondondocuments

the history ofLondon allthe way backto prehistorictimes and is

the largest city museum in the world. London has also been stronglyassociated with William Shakespeare who was born in nearby Warwickshire

England. Man y of Shakespeares plays areperformed in theaters all over London.

Another strength London has is accessibilitythat Heathrow airport allows people from allover the world. Heathrow is the Europeslargest air hub allowing people and easy wayto to get to and from the London(Business).

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Strengths

Strengths

Weaknesses

One of the main weaknesses the City ofLondon has is its lack of brandawareness. Many people around the worldare not aware of everything the city has tooffer tourists, which is why it is the the citysstrongest weakness and the one most inneed of improvement. In addition, Londonsother weaknesses include being isolatedfrom European travel because it is not onthe mainland Europe continent; using theEnglish Pound instead of the Euro, despite

being part of the European Union, (both inthat it makes the hassle of convertingcurrency an issue as well as making thingsmuch more expensive for tourists); andthirdly, the public transportation system isnot as strong as other countries. Oneinterviewee who is from Sydney, Australia, but now lives in Oxford explained his


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perception of London as generallyexpensive, food and transport especially. Another interviewee, also hailing fromSydney and now living in Oxford, cited

transport as one of the citys biggestproblems. He explained, The tube is great,but if you are traveling in peak times, it stillcant cope very well. More cycle pathsaround the city would be a great idea.These weaknesses make it much moredifficult for tourists to travel within thecity. Tourists want their trips to be easy andaccessible. However, each of these weaknesses results in a hassle for them andmakes it less likely for them to return orconvince others to visit.

Threats

The City of London faces several threats.One of the main threats is the current stateof the economy. Many people have chosento travel less given their economiccircumstances, which not only has an effecton London, but also other cities around theworld.

A second threat is other cities Londoncompetes against for tourists. Cities such asNew York City, Los Angeles and Las Vegasmay appear to have more of an excitingappeal to tourists and also appear to be

more technically advanced given theambiance they give off.

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Economic

Recession

Competition

Threats

Threats

Opportunities

London is faced with two particularly greatopportunities. The first of these is thepossibility of making the city green. Manypeople are concerned with protecting theenvironment from pollution and many largecities are known for the amount of pollutionthey put into the atmosphere. If London isable to become a green andenvironmentally sound city, it will attractmore interest and renown and, as a result,many more tourists.

A second opportunity that is essential for thecity to capitalize on is the 2012 Olympics to be held in London. Throughout this timeperiod, London will be the capital of theworld. It is going to be very important thatthe city shows off all it has to offer to theworld during these months.

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2012

Olympics

Green

trend

Opportunities

Opportunities


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MC Objectives & Goals

The City of Londons overall goal is to createa cohesive brand image of the diverse cityand to have this image installed by the timemany tourists arrive for the 2012 Olympicevents. Increasing the number of visitorswill help the citys businesses as well as theincreasing citys funds for public use,allowing increased improvements for thecitys future. The city will increase visitorsand brand awareness by establishing itself asa Social Media City. The specific objectivesare:

To increase the number of visitors toLondon by 30% before the 2012

Olympics To make 30% of the target market

more aware of what the city offers To become the first city to create and

execute social media to its fullpotential

Improvements & Strategic Plans

Media Mix and rationale

The target market does not focus on aspecific geographic location but rather onGen-X and Gen-Y extroverts who have manyinterests and hobbies. Both generations arefairly heavy users of computers and theInternet and tend to be skeptical ofmainstream media and traditionaladvertising (Duncan 223). Also, a large

amount of online advertising will allow us toreach a large variety of interests and people who have many different interests andhobbies.

Competitive brand strategyLondon is definitely a pioneer brand. According to Tybout, Simply put, thepioneer plays a unique role. It is perceiveddifferently from others, and that perceptionis valuable in several ways (Tybout 75).

Although plenty of cities have been aroundfor a while, London will be rebranded as aplace for learning about the UnitedKingdoms history as well as having fun,whether at a theater show on the West End,having a few pints of beer at a pub orshopping in some of the extraordinarymarkets and shops. London, therefore, willestablish itself as the city for the person whowants a little bit of everything in life work,andfun.

The Big Idea

The purpose of this MC message is to

convince 20-55-year-old tourists thatLondon will enlighten and entertain visitors because the city offers rich traditions andmodern, state-of-the-art experiences. Thetone of the message should be hip andexciting.

Tactics & Rationale

Our most important tactic uses interactivityto reach the audience. Participants will be

able to learn about the City of London,including historic landmarks andentertaining hotspots, as well as have funusing new technologies like Google Earth.

London-wide scavenger hunt:Participants will be able to becomeinvolved with the London brandusing their mobile phones. They can


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receive text messages with cluesabout locations within the city. Theymust then go to that place and take apicture of themselves in front of that

landmark or business and text it to acertain number. The bestphotographs will be featured on theworld-wide scavenger hunt Web site.(See the f0llowing bullet point.) This will encourage those participating inthe online scavenger hunt to visitLondon and see the sites in person.London scavenger hunt participants will receive more codes and willeventually make it to a place wherethey will be able to enter to wintickets to the 2012 Olympics. Thetickets will motivate tourists andresidents alike and will also allowparticipants to become engaged andinformed of the City of London.

World-wide scavenger hunt:Many target market members maynot be able to travel to London at thistime but may still be interested inlearning more about the city. To dothis, we will create a Web site with avirtual scavenger hunt. Participantswill receive clues and will need to useGoogle Earth to find the locations.They must then submit the addressalong with a brief description of what

the location looks like to receive thenext clue. After a series of hunts, theparticipant will receive a code theycan enter into a section ofthinklondon.com or visitlondon.comto receive a prize from the City ofLondon. Prizes include T-shirts,rubber wristbands and coffee mugs

branded with the London logo. Threeparticipants will win round-trip flighttickets for themselves and a friend(six tickets total) to London.

Online Advertising: Both the city-wide and world-wide scavenger huntswill be advertised on travel Web sites,and blogs as well as social media siteslike Twitter.

Social Media: The City of Londonwill begin a Twitter account that willupdate participants with a fact a dayabout the city. These wontnecessarily be historical facts but willinstead focus heavily on what makesLondon modern, citing the citysrecent initiatives, like attempting tomake the city more green.

Setting the budget

As this campaign does not have a greatamount of funding, a mere 2 million pounds,much of the advertising and networkingshould be done using social media and theinternet. The new Web site will receive aportion of the funds for start-up costs and

continued maintenance. This, incombination with the urban gaminginitiative, will account for 40 percent of thefunds. As social media is relativelyinexpensive, it will receive a significantlysmaller portion of the budget. Theremainder of the budget will be put towardthe online advertising.

40%50%

10%

MC Budget Interactive &Urban

GamingOnline

Advertising

Social Media


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Evaluating Effectiveness

Market testing is more expensive (Duncan

197), and since we have limited funds, we will stick to two less-expensive evaluationmethods: campaign effectiveness andfeedback through social media and surveys. We will obtain feedback via social mediathroughout the campaign. Also, refer to theappendix for more detailed information onprevious surveys to see how we will conductthem to evaluate this campaign in the future.

Conclusion

Overall, the City of London has much to

offer to the world in a variety of differentareas. There are many features of the citythat live up to and exceed touristsexpectations. For London to become evengreater than it already is, it is essential forthe city to continue growing technologicallyalong with taking advantage of the resourcesit already has.

Through initial worldwide online advertisingand interactive initiatives that allow thetarget market to become more engaged with

the City of London, this campaign willincrease tourism to London both before andafter the 2012 Olympic games.


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Strategic Business Plan

for the City of London

This document comprises a strategic plan for the City of London. It reviews its strengths,weaknesses, threats and opportunities; presents a series of fundamental statements relating toThe City of London's vision, mission, values and objectives; and sets out The City of London'sproposed strategies, goals and action programs.

Strengths, Weaknesses, Threats & Opportunities

This strategic plan addresses the following key strengths, weaknesses, threats and opportunitieswhich apply to The City of London now and in the foreseeable future:

Strengths: Weaknesses:

A rich historyFamous landmarks, sites andtraditionsThe five-million-plus population that's

already thereTheater and artHeathrow is Europe's largest air hub,making London easily accesible to theworld.Multicultural/Diversity

Not strongly brandedMore isolated for European travelbecause it's not on the main continent

ExpensiveConverting to the pound from theEuro can be a hasslePublic transportation systemCrime

Threats: Opportunities:

The economic recession, especiallyrelating to the banking industryAmerican cities like LA and NYC tend

to attract Americans and EuropeansalikeOther cities tend to appear moretechnologically advanced or moremodern

The 2012 Olympics"Green" city initiatives


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Vision

The promoters' vision of The City of London in 3-4 year's time is:

London will be one of the most traveled to cities in all of Europe. People willbegin to recognize London's great history along with the technologicaladvances that it possesses. It will serve as the capital of the world in the 2012Summer Olympics and people will see how truly great this city is.

Mission Statement

The central purpose and role of The City of London is defined as:

The city of London will make the proper adjustments to ensure that peoplewill recognize it as the best city in the world. We want people to be able toexplore the amount of diverse activities the city possesses along with thefriendliness of the people who live here.

Corporate Values

The corporate values governing The City of London's development will include the following:

Relationships with residents and touristsThe importance of the past

The possibilities for the futureDiversity of people and activities

Business Objectives

Longer term business objectives of The City of London are summarized as:

Increase the number of tourists

Increase brand awarenessMake London the most appealing city in the world

Key Strategies

The following critical strategies will be pursued by The City of London:

1. Leverage the 2012 Olympics


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2. Invest in social media

The following important strategies will also be followed:

1. Show the target market that not all city dwellers are rude2. Leverage the eco-friendly trend by working to make the city greener by the2012 Olympics.

Major Goals

The following key targets will be achieved by The City of London over the next 3-4 years:

Increase the number of tourists by 25% before the 2012 OlympicsIncrease the number of people aware of the city's diverse offerings: fun andlearning.

Strategic Action Programs

The following strategic action programs will be implemented:

1. Utilize urban gaming and interactive online activities.2. Communicate with visitors and residents of the city via social media tools

like Twitter.3. Advertise these initiatives and the city in general on the Internet through

travel sites, etc.4. Obtain PR from major world media outlets by focusing extensively on the

urban gaming initiative.

Creative Work Plan1. Key Fact: The city of London wants to increase tourism before the 2012 Olympics.

2. Problem to solve: The campaign must distinguish London from other large cities, makingthe target aware of what London truly has to offer.

3. Objective: The campaign will distinguish London by communicating London as a city thatcombines the new and the old.

4. Creative strategya. Prospect definition

i. Social, extroverted people across the globe who have many differentinterests or hobbies who are approximately age 20 to 55.

b. Principal competitioni. Other tourist destinations, including New York and Paris


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c. Promisei. Those who visit London will be able to explore a plethora of different

activities and sites. They will have fun but will also learn about the culture,history and the world at large.

d. Reasons whyi. Famous traditions

ii. Historical sitesiii. A trendy, hip nightlife sceneiv. A lot of museums, art and theater offeringsv. Fashion industry

vi. Relaxation sites/gardens

Primary Research Results

Interview one1. Where are you originally from and where do you live now?

Sydney, Australia. Now Oxford, UK

2. How many times have you been to London? Approx 75

3. What is the first word, phrase, or image that comes to your mind when you think of London? Busy

4. On average, why have you visited London or what would make you want to visit London? Main reasons are to; go to Heathrow to catch a plane, go to football matches, visit friends.

5. How would you compare London to other cities in Europe and worldwide? Do you have a cityor cities you might call your favorite?

Not well. Generally expensive (food and transport especially). Quite ugly and busy. Peopleare also generally dour. We rarely visit London to see "London". I like Barcelona a lot.Much prettier and friendlier.

6. Would you ever consider living in London? Why or why not? Not really. I was given that option, and chose to go to Oxford instead 5 years ago. I chose

this mainly on not liking the idea of living in London.

7. What do you think about the 2012 Olympics being held in London? A good thing-may lead to regeneration. But I am not planning on going or visiting london

during that time.

8. What do you think are a few of the biggest problems in London? Are they problems the citycould address and fix?


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Transport costs are very high-cost here is a government decision that I think they coulddo better with.

Ugliness/ugly building are harder to take care of. Expecially true outside the very main,central part of London.

People are unfriendly, and I think that adds to the feeling of being unwelcome. Crime mayalso tie into this a little bit, although I don't worry about that too much (but I would worryabout crime if I lived there with my wife).

Interview two1. Where are you originally from and where do you live now?

From Sydney, Australia. Currently living in Oxford, United Kingdom

2. How many times have you been to London? Many. Approx. 30

3. What is the first word, phrase, or image that comes to your mind when you think of London? Big Ben & chaos...

4. On average, why have you visited London or what would make you want to visit London? Travel (tourism) and study (research in Parliament)


Quite difficult to weigh up different EU cities with such diverse culturaldelights. Florence would have to be my 'favourite', but London is not a bad location forbasing yourself for travel around Europe.

6. Would you ever consider living in London? Why or why not? I have been considering this option and was prepared to live in London until recently

when particular external factors made this unnecessary. So yes, I would certainlyconsider it. However, not for a long time too busy and crazy for long-term living.

7. What do you think about the 2012 Olympics being held in London? Great for London, not sure how the transport situation will cope. It seems to already

struggle quite a bit...


Transport. Not sure how to fix it. The tube is great, but if you are travelling in peak times

it still can't cope very well. More cycle paths around the city would be a great idea.

Interview three1. Where are you originally from and where do you live now?

Belgium; Live now in Bulgaria

2. How many times have you been to London?


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Many times over the last 10 years

3. What is the first word, phrase, or image that comes to your mind when you think of London? Cosmopolitan/Multicultural

4. On average, why have you visited London or what would make you want to visit London? Professional reasons, friends and cultural events


The most cosmopolitan city Favourite city: Rome

6. Would you ever consider living in London? Why or why not? Yes, but it is rather expensive !

7. What do you think about the 2012 Olympics being held in London? I am not sure it is such a great idea. Lack of efficient public transportation might be a

major problem.


Public transportation: expensive and not very efficient but the city authorities areworking very hard to improve the situation in the perspective of the 2010 Olympics.

Extremely expensive city but that is almost impossible to address.

Interview four

1. Where are you originally from and where do you live now? Born in London now living in outskirts of London

2. How many times have you been to London? Spend time in central London (ie day or evening) at least four times a month

3. What is the first word, phrase, or image that comes to your mind when you think of London? Busy

4. On average, why have you visited London or what would make you want to visit London? Social events and shopping. Often in the centre en route elsewhere via public

transport links.


London is one of the most diverse cities in Europe therefore can find and doalmost anything from entertainment to food. Barcelona on the whole isprettier and feels safer although not as diverse.


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6. Would you ever consider living in London? Why or why not? Only in the most leafy parts- often find it too hectic to be a place enjoyable to

live in; better to visit.

7. What do you think about the 2012 Olympics being held in London? Great opportunity to invest in certain under privilaged parts of city and to

make inhabitants of this country proud of their capital and what theircountry can achieve (instead of complaining about it all the time).


Congestion and overcrowding of public transport and roads. Invest morein public transport - make it cheaper, cleaner and faster

Survey results:Age and gender:

ResponsePercent

ResponseCount

Male 28.6% 6

Female 47.6% 10

17 oryounger

0.0% 0

18-25 66.7% 14

26-40 14.3% 3

41-60 19.0% 4

61+ 0.0%

2. If you could travel to any city in the world, what city would you choose and why?

1. Florence, Italy - lovely artwork and great food

2. Barcelona - art, culture, people - all so beautiful


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3. Washington D.C. because of the history linked to it.

4. Rome because I've studied it a lot

5. New York City because you can visit 100 times and it still wouldn't be enough

6. Lhasa. It's my dream to visit Tibet

7. Italy, Heritage

8. amsterdam

9. Napoli, Italy - it's where a lot of my family is from.

10. Rome, because of the history and the culture.

11. London, England, because it is an awesome city

12. Beijing, because China has always fascinated me

13. New York City...it's the best!

14. Dublin, Its where my family is from.

15.Moscow- just to see what it's like. I've been to Europe and plan to see several cities there this summer, butI think going to Russia would be a totally new amazing experience

16. New York City because I have never been there.

17. Tokyo, because it seems like a completely different culture in Japam.

18. Sydney. Never been to Australia

19. London because I loved the people when I was there and want to go back.

20. Cornwall (actually a county) England

21. Paris, because I spent four days there and adored it

3. Please give the first word or phrase you think of when someone mentions London, UK, to you.

1. Old

2. Rain

3. Big Ben

4. Big Ben

5. Big Ben

6. City I lived in.


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7. bad teeth

8. the underground

9.

Either the "Yanks in the UK" episode of Bones, or the guys on the beach in Forgetting Sarah Marshall going, "You sound like you're fromLondon!"

I also think of Big Ben.

10. "Sticky wicket," "God save the queen," and I love British accents.

11. Historic and wonderful

12. Want to visit

13. Harry Potter

14. Oppression

15. one of the best cities in the world, fun

16. Big Ben

17. Big Ben

18. expensive

19. Pub life and good beer

20. Buckingham Palace

21. exciting

4. Have you ever been to London?

ResponsePercent

ResponseCount

No, butI'd be

interestedin going.

57.1% 12

No, and Ihave no

interest ingoing.

4.8% 1

Yes, Iwent and

enjoyed it.33.3% 7

Yes, Iwent but I

didn'tenjoy it.

4.8% 1

1. The history sounds interesting and I'd love to see the architecture


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2. It's a fantastic metropolis though when I went in early 2000s, culinary scene was not as hot.

3. I would like to visit London.

4. It seems like such a beautiful city, and I wouldn't have to learn a new language to go there! :)

5. I've been to Europe, but not London or England. I could definitely see myself going there as part of another European vacation.

6. I lived in London for 4 months back in 1996. It was an amazing experience. I love the city and would happily live there again.

7. I'd enjoy the trip.

8. I'd really like to study abroad, and a lot of people I know want to study/have studied in Oxford at some point.

9.I would love to visit London because I love to travel and I really wish to visit the UK. In fact I will be studying abroad next semester in Ireland and Iplan to visit London at least once.

10. I love London! It has so many places to visit and so many things to do.

11.London would absolutely be on my list of places I'd l ike to visit, for the variety of attractions I've heard about (and some I don't know exist) and theability to explore a foreign place where I don't have language barriers. Plus recommendations from people I know who have visited London.

12. I'd love to visit England one day because I love traveling in Europe.

13. Things were expensive and the people were not friendly.

14. I went to London to visit a friend who was studying abroad there in fall 2007 and went again in summer 2008 with the Oxford Program

15. Traveled to London during my summer study program in Oxford. Enjoyed London but I liked Oxford better because I like smaller cities.

16. It's someplace I would like to go.

17. A very expensive place

18.It was one of the most amazing cultures. The pub life in England in general is great. It isn't like in America where bars are a place to get drunk. InEngland/London 'pubs' are a chill spot to hang out and have a couple beers.

19. sounds neat (plus English is spoken)

20. I made several trips to London over the summer, and I had a great time every time I went.

5. If you have been to London, what did you spend your time doing and what is your perception of the city after havingvisited?

1. Sightseeing, bar hopping, theatre

2. Never been

3.I saw the city as a resident, working and living there. I also say it as a tourist, spending my weekends at the museums, monuments and the theatre.Loved it from both vantage points.

4. n/a

5.I spent my time doing touristy things, such as going to the Tower of London, seeing Big Ben, and going to the World Premiere of Harry Potter and theHalf Blood Prince, where I got to see movie stars in Leicester Square!

6. We went site seeing and I thought the city was over crowded.

7. I visited sites like the Tower of London, Trafalgar Square, Parliament, going to theatres-- sighseeing during the day and going out to clubs at night

8.I visited all of the tourist spots my first time and soaked up the history. Then, the next time, I saw plays, had some beer, and just walked around theamazing city.

9.I toured Buckingham Palace, visited London Tour, shopped the street vendors in Notting Hill, saw Romeo and Juliet at Globe Theatre, visited an artgallery, and walked around and shopped and looked at the sites. There's so much to do and see-- London rocks.


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6. If you have not been to London, what would convince you to go? What would be the most important deciding factor in choosing Londonover another large city?

1. Cheap airfare!

2. Probably the amount of strip clubs there.

3. My company

4.If it was part of a trip to Italy, I would consider going. But I don't think I would specifically go to London as the primary cityon my trip.

5. I would have had to gone to italy first, that is unless i won a trip or something.

6. Finances would be the major contributing factor. If I was offered more money to go someplace else, I would.

7. The price and the available transportation.

8.Time and money working out. Something (and I'm not sure what) that would tip the balance to London over several otherplaces I'd like to visit.

9. London has King's Cross Station, and they speak English, which is a plus.

10. Price of airfare, hotels, etc.

11. go with someone who knows the place

12. price

7. Would you ever consider living in London? Please explain.

ResponsePercent

ResponseCount

Yes. 42.9% 9

No. 33.3% 7

Maybe. 23.8% 5

19

1. Don't see myself living in a large city, esp. outside the U.S.

2. I'd have to land a fabulous job and a home outside of London with lots of space for a future family.

3. Yes, but Id rather go to Washington, D.C.

4. I have no real idea.

5. I never want to live outside of the United States.

6. I've lived there and would do so again.


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7. too far away

8. why not!

9. It would be really, really hard not to be able to drive a few hours and see my family whenever I wanted. I don't know if I could handle it.

10. I want to live in another country and believe London would be a good choice because the people there do speak english even though they are adifferent culture.

11. I would love to live in England, and London is a big metropolis, which would provide a lot of opportunities.

12. Given the opportunity, absolutely.

13. I enjoyed it there, I think it would be a wonderful place to leave, at least temporarily (2-5 years)

14. Cost of living is too high

15. I don't want to live overseas.

16. Do not care much for English culture

17. The people are great and the surrounding area is beautiful.

18. it might be a fun, brief, soujourn

19. If my job ever transferred there, I could easily see myself having a great life in London.

8. What do you think about the 2012 Olympics being held in London?

ResponsePercent

ResponseCount

I think it'sa good

place tohave the

Olympics.

80.0% 16

I think itshould

have beensomewhere

else.

20.0% 4

16

1. Why not?

2. Why not? Wimbledon is held there...you can handle the Olympics. ;)

3. It should have been in America: Land of the free, Home of the brave

4. London just doesn't seem like a Summer Games' spot. It seems more like a Winter location.

5. It's a good place to have it, but I would have preferred it to have been in New York City so then I could possibly go to some of the events.

6. Why not

7.The U.K. deserves it. The city itself has a good reputation and it'll be cool to shed some light on the historical aspects of London the rest of theworld might not be aware of.

8. I think it would be a good place to hold the 2012 Olympics because they is not much fear over security in London versus other cities in different


22/23

21

countries.

9.

I think that London is a good contender for the 1012 Olympics because it is a large city, it is very well known, there are many options for tourismwhich people attending the games could visit in their spare time. It is also located relatively near other tourist attractions in the UK, such asStratford and Windsor. London also contains many different cultures, so I think it would be a good place for more cultures to come together andmeet.

10. I think there are many cities far better suited to host the olympics.

11. I think London is as good as any other city to host an Olympics

12. After China, its time for the games to return to a Western city.

13. It's a well-known city.

14. a crowded city

15. Why shouldn't it be there? It rotates through various places in the world. It's their turn.

16. London rocks! Why not? It has a ton of history and is a beautiful city.

9. Please share any additional comments on London or this survey in general. Thank you for your time.

1. It's the only place I ever missed an international flight (post 9-11) and it was frightening, but I lived through it. ;)

2. n/a

3. n/a

4. Great city. Best of both worlds: amazing culture and history combined with a modern, vibrant city.

5. Love it, great city.

Works Cited

Bell, Eugenia, and Matt Weiland. London (The Other New York).New York Guides. New York

Magazine, 18 Mar. 2007. Web. 9 Nov. 2009. .

Business Facts. Think London. N.p., 2009. Web. 8 Nov. 2009. .

Duncan, Tom. Principles of Advertising & IMC. Second ed. 2002. New York: McGraw-Hill Irwin, 2005.

Print.

Lamikanra, Abigail. E-mail interview. 4 Nov. 2009. Born in London but now lives on the outskirts of

London.


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Ogg, James. E-mail interview. 4 Nov. 2009. Oxford resident.

Porter, Laura. Top 10 Free Things To Do In London. golondon.about.com. About.com, 2009. Web. 9

Nov. 2009. .

Ritchie, Adam. E-mail interview. 4 Nov. 2009. Oxford resident.

Roman.Museum of London. N.p., n.d. Web. 9 Nov. 2009. .

Tybout, Alice M., and Tim Calkins. Kellogg on Branding. Hoboken, New Jersey: John Wiley & Sons,

Inc., 2005. Print.

rebranding london: converging a royal history and an auspicious future

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