Key information
Request reference number: MGLA241025-7092
Date of response:
Summary of request
Your request
In the run up to the day of pedestrianisation on 21 September, a marketing campaign was run by city hall in the media and on the tube to promote it.
Please provide the following information:
- A list of media channels where this was advertised
- The budgeted expenditure for the promotion of the event across all forms of media
- The actual expenditure on the campaign (a rough estimate will do)
Our response
I can confirm that the GLA holds information within the scope of your request.
The event ‘This is Oxford Street’ was held as part of the GLA’s work on plans to transform Oxford Street and keep Londoners informed of the next stage of proposals to pedestrianise a section of the street. The event gave Londoners the opportunity to experience a partially pedestrianised Oxford Street and to learn about what the future could hold for the nation’s high street.
To ensure that as many Londoners as possible had access to this landmark event, it was promoted on the following channels at no cost to the GLA:
- TfL Underground posters
- Social media (Mayor of London Instagram, X, Threads, BlueSky, LinkedIn)
- Mail from the Mayor Newsletter
- Press
And through the following paid advertising
- Digital out of home screens
- Social media (Meta)
- Digital display advertising
The budgeted expenditure for the promotion of the event across paid advertising channels was £20,000.
The actual expenditure for the promotion of the event across all paid advertising channels was £14,858.69.
The campaign drove over 26 million impressions (opportunities to see) and drove over 64,000 clicks to the event website. This campaign contributed to a 45% increase in footfall at the event, compared to the previous Sunday, and 67% of stores polled on Oxford Street reported similar or higher sales during the event, compared to a typical Sunday. Over 75% of people surveyed also said the event improved their experience of visiting Oxford Street.