Rebranding London:

Converging a Royal History and an

Auspicious Future

Ruth Harper
Ashley Sandau
Jonathan Luce
 Table of Contents
Executive 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 ...................................................................................................................8
Conclusion .........................................................................................................................................8
Appendix ........................................................................................................................................... 9

1
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 of
the world. Since then, “late entrant” cities
such as New York City and Sydney have
grown steadily and overshadowed London.
However, with the 2012 Olympic Games
quickly approaching, it is soon to be the
capital of the world yet again.

In the March 2007 issue of New York

Magazine, authors Eugenia Bell & Matt
Weiland state, “If Paris was the capital of the
19th century and New York of the 20th,
London is shaping up to be the capital of the
21st.”

Our campaign is geared toward making

this predication a reality.

Overview

The City of London: A brand?

Established during the reign of the Roman
Empire, London has a long-standing
reputation. The city is well-known for its
history, landmarks and customs. However,
because the city is known for its antiquity
and royalty, its image as a modern, fun place
to visit is often ignored or completely
missing. London should not destroy this
historical, sophisticated imagery. However,
it should combine these ideas of old prestige
and modern fun to create a powerful image
of the city in the minds of its target market.

London’s 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

2
Current Perceptions of London
According to interviews, an online survey
and secondary research, many people who
don’t live in London see the city as expensive
and old-fashioned. Many non-residents also
relate it primarily to
specific landmarks,
like Big Ben. While the
city’s landmarks are
important, we need to
rebrand London so
our target market
thinks of more than a
single landmark; we
need to make our
target associate the
city with a feeling or
emotion. This is
because, according to
Tybout, “Emotional
benefits shift the emphasis from the brand
and its functions to the user and the feelings
to be gained by using the brand. These
benefits are related to enduring, basic
human needs and desires” (Tybout 19). This
campaign will address the basic human
desire to learn and have fun. We also need to
show our audience the multitude of activities
available to visitors to establish London isn’t
just a city centered around the past but also
a city focused on fun right now and
improvement for the future.
London’s Vision
London will be the most-visited city in all of
Europe. People will begin to recognize
London's great history along with the
technological advances it possesses. It will
serve as the capital of the world in the 2012
Summer Olympics and people will see how
truly great this city is.
London’s Purpose & Role
The City of London will make the proper
adjustments to ensure people will recognize
it as the best city in the world. We want
people to be able to explore the amount of
diverse activities the city possesses along
with the friendliness of the people who live
here.
Target Audience
Because the City of
London is so vast and
varied, it can easily
appeal to a wide array
of people, including
travelers or tourists,
businesspeople,
artists and musicians.
However, with the
2012 Olympic Games
fast approaching, the
city should focus on
appealing to tourists.
Though the games are two-and-a-half years
away, the city will prepare for them during
this time period and revamp the city, so to
speak. In doing so, city officials can
specifically target travelers looking to visit
London for whatever reason, be it the
history, Olympics, theater, or museums. The
key target audience will likely be people age
20-55 because, within this age group
category, there will likely be people who will
be interested and able to appreciate both the
old and the new of London. The target
market will also focus on socially inclined
extroverts who have many different kinds of
interests, from history to theater to sports.
A subset category of people London can
target are businesspeople traveling with
families. It can project the city as one with
plenty to offer both for the businessperson
and his or her spouse and children. As it is
an international city of some renown both in
the work/business arena as well as that of
travel and leisure, it would not be difficult to
promote and emphasize each aspect.
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SWOT
Strengths
The City of London is filled with many
strengths that have molded it into the
wonderful city it is today. One of its greatest
strengths is its rich history and traditions.
As one of our interviewees who is a native
London resident said, “London is one of the
most diverse cities in Europe. Therefore
[one] can find and do almost anything from
entertainment to food.” Many people
associate the City of London with landmarks
such as Big Ben, museums, the Tower of
London, St. Paul’s cathedral, Windsor Castle
and Kensington Palace. Many of these
landmarks have been around for hundreds
of years and attract many tourists every
year. One of the greatest traditions that
people come from all over the world to see is
“the changing of the guard”, which is when
the Queen’s Guard changes in the front
court of Buckingham Palace. This is a
spectacle that is very popular and one that
attracts a great crowd each time it is done
(Porter). It is essential that London
continues to use these powerful landmarks
and traditions as a tourist mechanism.
A second strength London possesses is its
theaters and
art, which go
hand and
hand with the
multicultural
diversity the
city has as
well. The
Museum of
London
documents
the history of
London all
the way back
to prehistoric
times and is
the largest city museum in the
world. London has also been strongly
associated with William Shakespeare who
was born in nearby Warwickshire,
England. Many of Shakespeare’s plays are
performed in theaters all over London.
Another strength London has is accessibility
that Heathrow airport allows people from all
over the world. Heathrow is the Europe’s
largest air hub allowing people and easy way
to to get to and from the London
(“Business”).
Strengths
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4
2
0
Strengths
Weaknesses
One of the main weaknesses the City of
London has is its lack of brand
awareness. Many people around the world
are not aware of everything the city has to
offer tourists, which is why it is the the city’s
strongest weakness and the one most in
need of improvement. In addition, London’s
other weaknesses include being isolated
from European travel because it is not on
the mainland Europe continent; using the
English Pound instead of the Euro, despite
being part of the European Union, (both in
that it makes the hassle of converting
currency an issue as well as making things
much more expensive for tourists); and
thirdly, the public transportation system is
not as strong as other countries. One
interviewee who is from Sydney, Australia,
but now lives in Oxford explained his
4
perception of London as “generally more technically advanced given the
expensive, food and transport especially”. ambiance they give off.
Another interviewee, also hailing from
Sydney and now living in Oxford, cited
“transport” as one of the city’s biggest Threats
problems. He explained, “The tube is great,
10
but if you are traveling in peak times, it still 8
can’t cope very well. More cycle paths 6
around the city would be a great idea.” 4
These weaknesses make it much more 2 Threats
difficult for tourists to travel within the 0
city. Tourists want their trips to be easy and Economic Competition
accessible. However, each of these Recession
weaknesses results in a hassle for them and
makes it less likely for them to return or
Opportunities
convince others to visit.
London is faced with two particularly great
opportunities. The first of these is the
possibility of making the city “green”. Many
people are concerned with protecting the
environment from pollution and many large
cities are known for the amount of pollution
they put into the atmosphere. If London is
able to become a “green” and
environmentally sound city, it will attract
more interest and renown and, as a result,
many more tourists.
A second opportunity that is essential for the
city to capitalize on is the 2012 Olympics to
be held in London. Throughout this time
Threats period, London will be the capital of the
The City of London faces several threats. world. It is going to be very important that
One of the main threats is the current state the city shows off all it has to offer to the
of the economy. Many people have chosen world during these months.
to travel less given their economic
circumstances, which not only has an effect
on London, but also other cities around the Opportunities
world. 10

A second threat is other cities London 5

competes against for tourists. Cities such as Opportunities
New York City, Los Angeles and Las Vegas 0
may appear to have more of an exciting 2012 Green
appeal to tourists and also appear to be Olympics trend

5
MC Objectives & Goals
The City of London’s overall goal is to create
a cohesive brand image of the diverse city
and to have this image installed by the time
many tourists arrive for the 2012 Olympic
events. Increasing the number of visitors
will help the city’s businesses as well as the
increasing city’s funds for public use,
allowing increased improvements for the
city’s future. The city will increase visitors
and brand awareness by establishing itself as
a “Social Media City”. The specific objectives
are:
 To increase the number of visitors to
London 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 full
potential
Improvements & Strategic Plans
Media Mix and rationale
The target market does not focus on a
specific geographic location but rather on
Gen-X and Gen-Y extroverts who have many
interests and hobbies. Both generations are
fairly heavy users of computers and the
Internet and tend to be skeptical of
mainstream media and traditional
advertising (Duncan 223). Also, a large
amount of online advertising will allow us to
reach a large variety of interests and people
who have many different interests and
hobbies.
Competitive brand strategy
London is definitely a pioneer brand.
According to Tybout, “Simply put, the
pioneer plays a unique role. It is perceived
differently from others, and that perception
is valuable in several ways” (Tybout 75).
Although plenty of cities have been around
for a while, London will be rebranded as a
place for learning about the United
Kingdom’s history as well as having fun,
whether at a theater show on the West End,
having a few pints of beer at a pub or
shopping in some of the extraordinary
markets and shops. London, therefore, will
establish itself as the city for the person who
wants a little bit of everything in life — work,
and fun.
The Big Idea
The purpose of this MC message is to
convince 20-55-year-old tourists that
London will enlighten and entertain visitors
because the city offers rich traditions and
modern, state-of-the-art experiences. The
tone of the message should be hip and
exciting.
Tactics & Rationale
Our most important tactic uses interactivity
to reach the audience. Participants will be
able to learn about the City of London,
including historic landmarks and
entertaining hotspots, as well as have fun
using new technologies like Google Earth.
 London-wide scavenger hunt:
Participants will be able to become
involved with the London brand
using their mobile phones. They can
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 receive text messages with clues
about locations within the city. They
must then go to that place and take a
picture of themselves in front of that
landmark or business and text it to a
certain number. The best
photographs will be featured on the
world-wide scavenger hunt Web site.
(See the f0llowing bullet point.) This
will encourage those participating in
the online scavenger hunt to visit
London and see the sites in person.
London scavenger hunt participants
will receive more codes and will
eventually make it to a place where
they will be able to enter to win
tickets to the 2012 Olympics. The
tickets will motivate tourists and
residents alike and will also allow
participants to become engaged and
informed of the City of London.
 World-wide scavenger hunt:
Many target market members may
not be able to travel to London at this
time but may still be interested in
learning more about the city. To do
this, we will create a Web site with a
“virtual scavenger hunt”. Participants
will receive clues and will need to use
Google Earth to find the locations.
They must then submit the address
along with a brief description of what
the location looks like to receive the
next clue. After a series of hunts, the
participant will receive a code they
can enter into a section of
thinklondon.com or visitlondon.com
to receive a prize from the City of
London. Prizes include T-shirts,
rubber wristbands and coffee mugs
branded with the London logo. Three
participants will win round-trip flight
tickets for themselves and a friend
(six tickets total) to London.
 Online Advertising: Both the city-
wide and world-wide scavenger hunts
will be advertised on travel Web sites,
and blogs as well as social media sites
like Twitter.
 Social Media: The City of London
will begin a Twitter account that will
update participants with a fact a day
about the city. These won’t
necessarily be historical facts but will
instead focus heavily on what makes
London modern, citing the city’s
recent initiatives, like attempting to
make the city more “green”.
Setting the budget
As this campaign does not have a great
amount of funding, a mere 2 million pounds,
much of the advertising and networking
should be done using social media and the
internet. The new Web site will receive a
portion of the funds for start-up costs and
continued maintenance. This, in
combination with the urban gaming
initiative, will account for 40 percent of the
funds. As social media is relatively
inexpensive, it will receive a significantly
smaller portion of the budget. The
remainder of the budget will be put toward
the online advertising.
MC Budget Interactive &
Urban
Gaming
10%
40% Online
50% 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 evaluation
methods: campaign effectiveness and
feedback through social media and surveys.
We will obtain feedback via social media
throughout the campaign. Also, refer to the
appendix for more detailed information on
previous surveys to see how we will conduct
them to evaluate this campaign in the future.
Conclusion
Overall, the City of London has much to
offer to the world in a variety of different
areas. There are many features of the city
that live up to and exceed tourists’
expectations. For London to become even
greater than it already is, it is essential for
the city to continue growing technologically
along with taking advantage of the resources
it already has.
Through initial worldwide online advertising
and interactive initiatives that allow the
target market to become more engaged with
the City of London, this campaign will
increase tourism to London both before and
after 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 to
The City of London's vision, mission, values and objectives; and sets out The City of London's
proposed strategies, goals and action programs.

Strengths, Weaknesses, Threats & Opportunities

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

Strengths: Weaknesses:
A rich history
Famous landmarks, sites and Not strongly branded
traditions More isolated for European travel
The five-million-plus population that's because it's not on the main continent
already there Expensive
Theater and art Converting to the pound from the
Heathrow is Europe's largest air hub, Euro can be a hassle
making London easily accesible to the Public transportation system
world. Crime
Multicultural/Diversity

Threats: Opportunities:
The economic recession, especially
relating to the banking industry
American cities like LA and NYC tend
to attract Americans and Europeans The 2012 Olympics
alike "Green" city initiatives
Other cities tend to appear more
technologically advanced or more
modern

9
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 will
begin to recognize London's great history along with the technological
advances that it possesses. It will serve as the capital of the world in the 2012
Summer 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 people
will recognize it as the best city in the world. We want people to be able to
explore the amount of diverse activities the city possesses along with the
friendliness 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 tourists

The importance of the past
The possibilities for the future
Diversity 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 awareness
Make 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 rude
2. Leverage the eco-friendly trend by working to make the city greener by the
2012 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 Olympics

Increase the number of people aware of the city's diverse offerings: fun and
learning.

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 Plan

1. 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, making
the target aware of what London truly has to offer.

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

4. Creative strategy
a. Prospect definition
i. Social, extroverted people across the globe who have many different
interests or hobbies who are approximately age 20 to 55.

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

11
 c. Promise
i. 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 why
i. Famous traditions
ii. Historical sites
iii. A trendy, hip nightlife scene
iv. A lot of museums, art and theater offerings
v. Fashion industry
vi. Relaxation sites/gardens

Primary Research Results

Interview one
1. 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 city
or cities you might call your favorite?
 Not well. Generally expensive (food and transport especially). Quite ugly and busy. People
are 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 city
could address and fix?

12
  Transport costs are very high-cost here is a government decision that I think they could
do 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 may
also tie into this a little bit, although I don't worry about that too much (but I would worry
about crime if I lived there with my wife).

Interview two
1. 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)

5. How would you compare London to other cities in Europe and worldwide? Do you have a city
or cities you might call your favorite?
 Quite difficult to weigh up different EU cities with such diverse cultural
delights. Florence would have to be my 'favourite', but London is not a bad location for
basing 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 certainly
consider 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...

8. What do you think are a few of the biggest problems in London? Are they problems the city
could address and fix?
 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 three
1. 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?

13
  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

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

8. What do you think are a few of the biggest problems in London? Are they problems the city
could address and fix?
 Public transportation: expensive and not very efficient but the city authorities are
working 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.

5. How would you compare London to other cities in Europe and worldwide? Do you have a city
or cities you might call your favorite?
 London is one of the most diverse cities in Europe therefore can find and do
almost anything from entertainment to food. Barcelona on the whole is
prettier 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 their
country can achieve (instead of complaining about it all the time).

8. What do you think are a few of the biggest problems in London? Are they problems the city
could address and fix?
 Congestion and overcrowding of public transport and roads. Invest more
in public transport - make it cheaper, cleaner and faster

Survey results:
Age and gender:
Response Response
Percent Count

Male 28.6% 6

Female 47.6% 10

17 or
0.0% 0
younger

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.

Moscow- just to see what it's like. I've been to Europe and plan to see several cities there this summer, but
15.
I 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

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 from
London!"
9.
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?

Response Response
Percent Count

No, but
I'd be
57.1% 12
interested
in going.

No, and I
have no
4.8% 1
interest in
going.

Yes, I
went and 33.3% 7
enjoyed it.

Yes, I
went but I
4.8% 1
didn't
enjoy it.

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

17
 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.

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 I
9.
plan to visit London at least once.

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

London would absolutely be on my list of places I'd like to visit, for the variety of attractions I've heard about (and some I don't know exist) and the
11.
ability 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

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. In
18.
England/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 having
visited?
1. Sightseeing, bar hopping, theatre

2. Never been

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.
3.
Loved it from both vantage points.

4. n/a

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 the
5.
Half 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

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 the
8.
amazing city.

I toured Buckingham Palace, visited London Tour, shopped the street vendors in Notting Hill, saw Romeo and Juliet at Globe Theatre, visited an art
9.
gallery, 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 London
over another large city?

1. Cheap airfare!

2. Probably the amount of strip clubs there.

3. My company

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 city
4.
on 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.

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

Response Response
Percent Count

Yes. 42.9% 9

No. 33.3% 7

Maybe. 23.8% 5

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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 I’d 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.

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 a
10.
different 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?

Response Response
Percent Count

I think it's
a good
place to 80.0% 16
have the
Olympics.

I think it
should
have been 20.0% 4
somewhere
else.

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

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 the
7.
world 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

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 countries.

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 tourism
which people attending the games could visit in their spare time. It is also located relatively near other tourist attractions in the UK, such as
9.
Stratford and Windsor. London also contains many different cultures, so I think it would be a good place for more cultures to come together and
meet.

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. <http://nymag.com/guides/london/29431/>.

“Business Facts.” Think London. N.p., 2009. Web. 8 Nov. 2009. <http://thinklondon.com/

business_facts/>.

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. <http://golondon.about.com/od/thingstodoinlondon/tp/free_London.htm>.

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

“Roman.” Museum of London. N.p., n.d. Web. 9 Nov. 2009. <http://www.museumoflondon.org.uk/

English/EventsExhibitions/Permanent/RomanLondon.htm>.

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

Inc., 2005. Print.

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