Stimulating footfall and increasing economic activity in the centre of London is of paramount importance to the success of the capital and its businesses.
Central London Alliance (CLA) with its partners is activating unused spaces to stimulate footfall, trade and local engagement whilst raising urban attractiveness through sport installations and animations, on a short term (meanwhile use basis) and for longer term animations.
Sport has the power to unite, overcome barriers and encourage a healthy and active lifestyle. Our activities and events are a place where workers and visitors can enjoy the capital and build lasting relationships, whilst developing an inspiring and vibrant destination for all.
Working in partnership with Aldgate Connect BID, EC BID, Blue Orchid Hospitality and GHS Global Padel, Central London Alliance provided a unique experience in the heart of the City of London to bring workers back to the workplace, drive footfall and trade and increase dwell time. More than just a sporting event, the festival aimed to create a dynamic and inspiring destination for all, enhancing the fabric of London's urban appeal. The Padel Tennis Festival resulted in:
On the padel court in the City of London’s Crescent, EC3 on 25th and 26th September, four courageous Londoners challenged a GUINNESS WORLD RECORD title attempt for the Longest Marathon Playing Padel. In a remarkable example of resilience and endurance the players etched their and London’s name in sporting history as they completed nearly 32 hours of continuous padel playing. This activation not only attracted global and national media attention, but also cultivated the community with local and international visitors joining to watch, participate in the free workshops and donate to the chosen charities as the GUINNESS WORLD RECORDS title attempt coincided with The Lord Mayor’s City Giving Day.
The national London Love Affair campaign encouraged a safe recovery and stimulated visits to central London. The campaign highlighted the reasons for returning to the workplace that are not just about ‘the desk’ – from cultural, hospitality, retail, and other activities enjoyed in lunch breaks or after work and overnight stays; ‘work, rest and play’ all in one city. #londonloveaffair was viewed across the nation on billboards, digital adverts, in the press, on the radio and on taxis around London. The campaign, in stages, matched its activities and messaging to the dynamics, sentiment and needs of its audience. The #londonloveaffair campaign was seen in:
20 national & local media titles including BBC Radio London & MSN, reaching over 12million
200 x Rail Stations across the country, producing 15,709,771 impressions
On the radio together with a featured online article 1,525,622 impacts
On taxi wraps 946,000 impacts
‘Reignite London’ Video 1,195,099 impressions 73,366 Youtube views
In office digital screens 7.8 million impressions 628,000 playouts
Overall,
the campaign reached
Producing an overall campaign ROI of
