The area will host food markets, live music events and other events which will be promoted via a partnership with freesheet, thelondonpaper. Additionally the area has appointed Brandspace - the out of home media specialist - in an attempt to boost the volume of brand activity and experiential marketing in the area.
The new deal will see Brandspace manage five prime outdoor promotional sites, as well as offering bespoke events. The move comes ahead of a broader marketing push by the Mayor of London which kicks off next week.
Ros Barclay, head of marketing at Covent Garden London, says that Covent Garden is the biggest promotional event space in London. ‘The unique point about Covent Garden is it's a district, it is not a commercial brand it's an accessible and democratic place.'
Despite the continued doom and gloom surrounding the credit crunch Covent Garden and the West End has been boosted by the strength of the Euro against the pound. An influx of shoppers - particularly from Western Europe - are benefiting from the unusually weak pound.
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