CorpComms Magazine

Now in its seventh year, the West End LIVE event provides an opportunity to demonstrate why London is regarded as the greatest entertainment city in the world.

The free two-day event is an opportunity to showcase the quality and diversity of entertainment and leisure opportunities around the West End, to promote the area as family friendly and to support local economic development.

West End LIVE 2011 moved from its traditional home of Leicester Square, which is being refurbished ahead of the Diamond Jubilee and the Olympics, to Trafalgar Square.

Co-presented with The Society of London Theatre, whose discount ticket booth reported a 40 per cent upturn in 'sales' on the previous year, and a 27 per cent surge during the event, more than 40 live acts performed over the weekend. These included the casts of Billy Elliot, Chicago and Shrek the Musical. An estimated 550,000 people visited Trafalgar Square over the course of the event which the judges felt 'used the pool of local talent extremely effectively'.

Described by the judges as 'simple but effective', 96 per cent of visitors thought West End LIVE was good or very good while 63 per cent said they would not have visited Trafalgar Square but for the event.

West End LIVE also had a knock on effect for the area, as 45 per cent of visitors said they would be spending more money in Trafalgar Square as a result of the event.

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Shortlisted entries

GROHE live digital studio - GROHE - Agency: Ogilvy Public Relations London

Bin it! - Wrigley - Agency: EdComs

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