Mayor of London Boris Johnson has lent his support to a campaign designed to attract tourists to the West End post the Olympic Games.
The six-week campaign, called My Perfect West End Day and led by West End business and organisation collective West End Partnership, will provide weekly prizes of activities involving theatres, restaurants, shops and hotels.
It will begin with the Perfect Family West End Day for four, which includes tickets to Stomp, a £200 private shopping spree at Oxford Street’s Disney Store, a meal at the Rainforest Cafe and an experience day at M&Ms World London.
Theatre stars such as Bonnie Langford and Tom Chambers will be among the West End personalities also revealing their tips for perfect days through the West End Partnership’s website and social media pages.
The campaign has been designed to capitalise on the success of the Olympic Games and the increased number of visitors to London.
Johnson said: “London’s West End is world renowned and rightly so. Where else can you spend a day enjoying premier shopping, sampling sumptuous cuisine from all corners of the globe and top it off with a fabulous West End show? The Olympic Games gave us a fantastic opportunity to showcase what London has to offer and we need to build on this success and show why the capital is the best big city on the planet to live, visit and do business in.”
The West End Partnership formed in 2005 and was previously known as the West End Marketing Alliance. Its members include the Society of London Theatre, West End Culture Quarter, Heart of London Business Alliance and Covent Garden London (Capital and Counties).
The campaign follows a period of mixed reports on numbers of visitors to the West End during the Olympics.