The campaign, "Londoners have their say" through DDB London, is being run in three phases, with an initial phase to build awareness followed by an information campaign explaining the roles and institutions and how to take part; and a final phase that will form the countdown to election day to create a buzz in the run-up to June 10.
The campaign kicks off today outside City Hall at 9am with a fully branded Routemaster bus, covered in megaphone imagery that will feature throughout the campaign, before the bus starts a month-long journey across London boroughs.
The campaign illustrations were drawn by commercial artist Paul Catherall and depict a person communicating the date of the elections through a megaphone.
TV advertising, which is to be filmed this week, will run as part of the final phase of the campaign on ITV, Channel 4 and Five. Press ads will also run in the Evening Standard, Metro, Time Out, The Guardian Guide, ES Magazine and The Big Issue in London. Outdoor activity will appear on transport media, including the London Underground.
A media partnership with Metro will ensure a series of election-based editorial features, whereas a radio partnership will cover Capital FM, Capital Gold and Choice FM with links to the London Elects . There is also direct marketing activity planned.
Media has been planned and bought by ZenithOptimedia, with pay per click online advertising through Summit Media.
Andrew Nye, head of communications at London Elects, said: "With each of Londoner's voters receiving three ballot papers and five votes, this is the biggest electoral event ever held in the capital and poses a huge communications challenge. It is therefore essential to create a campaign that would be arresting and informative to enable Londoners to make an informed choice."
Voters in the combined elections, which take place on June 10, will have five votes; a first choice or first preference and a second choice for London Mayor; a vote for constituency Assembly Member and one for a London-wide Assembly Member chosen by voting for a political party or independent candidate. The fifth vote will be for a designated political party or independent candidate, which will form a London-wide list of MEPs. Nominations for the Mayor of London, London Assembly and European Parliament open on May 5 2004.
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