1. David Adam Positioning London for 2012 and beyond

2. Feb 2009 initiate brand strategy London’s promotional infrastructure – fragmented, in need of coordinated approach Creation of the Promote London Council Bring together business and public sector involved in the promotion of London Harnessing the power of other institutions

3. Promote London Council Membership

4. The Mayor’s strategic direction Innovation EfficiencyIntegration

5. Strategic Drivers of PLC Financial Crisis of 2008 - threat to London’s reputation as a financial centre: – London is Open for Business London’s opportunity – the 2012 Games

6. PLC recommendations 1.Integration of Visit, Think, Study into one promotional agency 2.Create a unified brand proposition

7. Brand Saffron appointed to develop brand. Strong track-record, place-branding specialists. The right look and feel. Clean and simple design aesthetics. Bold with a sense of humour

8. Brand Values

9. A Broader Architecture

10. The brand has a tone of voice which is bold, confident and quirky Expressing London’s richness and our sense of humour.

11. Tone of Voice Open London is open-minded to new ideas; a city that welcomes people to make their mark. Diverse not just in its population, the city’s breadth of offer and diversity of experience means there’s always more to discover. Connected London is arguably a hub for the world; easy to get to and be part of. Inspiring everything about London inspires; broadening horizons and cultivating innovation. World-class with its iconic contributions to the world, no other city compares. We all tell the world about London. If we all tell the same story, we can build a very powerful, differentiated brand. Five key attributes have been identified that form the building blocks of our promotional messages for London. They are:

22. Summary