Advertising Campaign?

MQT on 2001-04-04
Session date: 
April 4, 2001
Question By: 
Angie Bray
GLA Conservatives
Asked Of: 
The Mayor



Answer for Advertising Campaign?

Answer for Advertising Campaign?

Answered By: 
The Mayor

The consultation closed on Friday, so the figures I give for responses may be slight under-estimates.

The cost of the advertising campaign around the transport strategy was £815,375, which covered posters, radio and press advertising. In addition, £147,236 was spent on leaflet production and distribution to 3.1 million London households. Other aspects of the consultation, including the production and circulation of 181,830 paper copies of the documents, cost £477,389. This campaign was highly effective, with response rates greater than most previous national and London consultations. There was a 44% awareness of the campaign, which works out at £25 per head.

A total of 118,500 contacts with the GLA were made by members of the public on the transport strategy, including a spectacular 99,630 clicks to download the strategy or highlight documents from the Internet - an amazing demonstration of the power of e-consultation. There were 11,000 telephone calls to the GLA regarding the strategy, and 7,870 written responses were returned to the GLA. That is more than six times the response rate for the Government's consultation on the formation of the Greater London Authority.

I accept your applause. [Laughter.] .