Attracting customers and increasing spend

We deliver an annual programme of world-class activations and campaigns across the district to further position the West End & Mayfair as the retail, leisure and cultural heartland of the capital, with seamless digital and physical interactions and services to encourage customers to stay longer and visit us again and again.

Highlights include our festive lighting schemes, street animations, loyalty programme and digital channels.

We work closely with wider UK and London tourism partners to drive demand and support the recovery of central London after the Covid-19 pandemic.

Read more about our recent marketing campaigns below.


To download our 2021 full marketing programme, click here.

To download our 2021 marketing calendar, click here.

For further details on any of our marketing activities please contact:

Bond Street & Mayfair: Katie Thomas

Oxford Street: Luciana Magliocco

Regent Street:


Art in Mayfair

Art in Mayfair launched in 2018 in celebration of the 250th anniversary of the Royal Academy of Arts. This unique collaboration between one of the world’s most prestigious art galleries and Bond Street continues to provide a platform from which to celebrate art, fashion and culture centred in this luxury enclave.

Timed to coincide with the RA’s Summer Exhibition, the innovative event sees world-leading fashion and jewellery brands team with artists to transform the are into a live exhibition in recognition of Mayfair’s rich art heritage.

Christmas in the West End

Christmas is our busiest time of year and every season we try to make it even more magical for our visitors with street illuminations, special events and digital activations to excite and inspire festive experiences.

The West End is Always On

We use our digital channels for Bond and Oxford Street and with The Crown Estate, Regent Street, to direct more customers to the West End’s destinations, promote our innovations and experiences and build the visitor community.

Join the West End Club

New West End Company run an exclusive local workers loyalty scheme available to businesses and employees in the West End. The scheme entitles members to exclusive offers across fashion, food, entertainment and well-being alongside invites to bespoke events.

To find out more, click here.

Promoting inward investment

Building on our strong presence on UK national and trade media platforms, we enhance our area’s reputation and promote the vast opportunities available in the West End to future occupiers and corporate investors through our inward investment programme.

This has seen us promote the West End on a global stage at key retail and real estate forums including MAPIC, LREF and MIPIM, generating over £10 million in coverage reaching 50 million people worldwide.

For details on our inward investment programme please contact Alice Murphy at

  • 3 million additional visitors to our traffic-free events in 2019

  • £5 million sponsorship income

  • ‘By Appointment’ service brought in £3.1 million for member businesses

  • Inward investment programme reached 50 million people worldwide