WEMA is an alliance of retail organisations and public sector bodies, including Oxford Street, Heart of London, New West End Company, Covent Garden London and Westminster City Council.
The campaign, West End It's Time, includes free entertainment, promotions and prizes. It runs through May until the end of June.
Shoppers have the chance to win prizes worth more than £100 via a ‘West End Time to Win Wheel' at , where customers can ‘spin to win'.
West End It's Time will be promoted through a Twitter feed at twitter.com/londonwestend and through a Facebook group which provides a guide to the free events and promotional activity.
The drive comes ahead of the Mayor's £2.4m ‘Only in London' push which starts later this week.
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