Mayor of London Boris Johnson looks to PR for London rebrand plans

The Mayor of London Boris Johnson is looking for PR support as he presses ahead with a major project to develop a new brand for London.

London mayor: Boris Johnson
London mayor: Boris Johnson

The Greater London Aut­hority’s (GLA) ‘A Brand For London’ campaign aims to develop an iconic unified brand for London in the run up to the 2012 Olympics.

As part of this project, the GLA is looking to appoint PR support to handle a ‘public engagement brief’.

The GLA is deciding over two agencies, with a final dec­ision to be made after the mayor returns from New York next week.

The public engagement brief reads: ‘This will include consultations with the widest range of stakeholders possible including commentators, experts and the cultural sector. Special effort will be made to engage with the public.’

The brief also points out that there is likely to be public scepticism over the branding exercise.

The GLA has set up a London Brand Steering Group, being chaired by the mayor’s marketing director Dan Ritterband.

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