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New West End Company – West End

Supporting one of London's busiest retail districts

Context and Objectives

New West End Company (NWEC) are a leading business voice for London’s West End, representing the world’s largest retail destination, including Bond Street, Oxford Street and Regent Street. LCA was appointed to support NWEC on their Corporate PR brief. Our role has been to generate positive local and national media coverage which raises the profile of the West End and presents NWEC as an authoritative voice on retail and business issues in the West End.

The LCA Role

Our role has been to support NWEC by providing strategic advice on their overarching communication strategy, and lead on coverage generation around a range of issues including; a campaign to introduce the digitalisation of tax free-shopping which would help to boost the number of foreign tourists visiting the West End; supporting the BID’s media engagement at MIPIM and various initiatives to position the West End as a destination embracing the future of retail. As part of our integrated communications programming with NWEC, we have identified opportunities for profile raising, as well as advise on proactive and reactive media handling. Our role has seen us support across not only their traditional channels, but their social and digital channels.

Results Delivered

LCA’s work has significantly helped grow the profile of NWEC, promoting them as a leading voice and option former, at a local and national level. We have secured international, national, regional and trade coverage including The Times, Financial Times and Retail Gazette. We have also raised the profile of their CEO, and senior team as thought leaders and key figures in the retail and business sector.


"NWEC positioned as thought-leaders for Tax Free Shopping in London, with coverage in a range of nationals, including The Times, Financial Times and The Daily Telegraph, as well as The Evening Standard."