Effectiveness of using Mayor's picture

Meeting: 
MQT on 2002-05-22
Session date: 
May 22, 2002
Reference: 
2002/0271
Question By: 
Eric Ollerenshaw
Organisation: 
GLA Conservatives
Asked Of: 
The Mayor

Question

Has the Mayor completed research that shows that the use of his picture is a good promotion of a) the capital, and b) transport services within the capital?

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Answer

Answer for Effectiveness of using Mayor's picture

Answer for Effectiveness of using Mayor's picture

Answered By: 
The Mayor

The GLA has a very small advertising budget of £300,000, and has only produced three ads using my image. Therefore the GLA has not undertaken any specific research around the effectiveness of my image. But as the MORI Poll indicates that 77% of Londoners recognise me as the Mayor of London, this makes using my image an excellent communications device. .