What would London’s economy look like in terms of GDP and job creation if it was truly a 24 hour city?
To coincide with the launch of London’s Night Tube in August 2016, EY engaged Rostrum to deliver a research project looking at the potential of London’s 24 hour economy – which ultimately revealed that it could be worth £30bn by 2030. The campaign generated front-page coverage in City A.M and the London Evening Standard and was also picked up by multiple top-tier business trade and regional titles, with the hashtag #24HLondon reaching over 100,000 Twitter users within the first 24 hours of launch. For EY, the campaign was a major success, not only because it helped the firm to lead the debate around the benefits of 24 hour London, but also because it enabled EY to create new partnerships and win new business.
EY is one of the largest professional services firms in the world and one of the Big Four accounting firms. EY is committed to using its global reach and scale to convene meaningful conversations about the challenges facing today’s economies and capital markets.
Objectives of the campaign
The 24 Hour London campaign aimed to assess the night time economy’s current contribution to London’s total GDP and its potential for growth by the end of the next decade. The project intended to use these findings to position EY as a thought leader in the current debate around the benefits of a 24-hour London, and also to attract new business for the firm by demonstrating how EY’s expertise could help UK businesses to capitalise on this potential.
Rostrum needed to implement the campaign very quickly; EY and Rostrum first began discussing the project in April, which meant that the agency had to act fast to hit a number of key deadlines, so that all assets could be approved and ready to go for the Night Tube media launch scheduled for 18th June 2016.
With everyone talking about the launch of the Night Tube in the run-up to the event, Rostrum needed EY’s messaging to stand out from the rest. For this reason, Rostrum created the #24HLondon hashtag and utilised #LondonIsOpen on Twitter and encouraged regular tweets (and LinkedIn posts) from EY Partners and other key stakeholders. By dominating social media platforms with these memorable hashtags and compelling content, the campaign encouraged EY’s target audience to engage with the campaign
Rostrum also worked closely with Communications and Marketing teams at EY, London First, TfL and Greater London Authority (GLA) to maximise the scope and reach of this integrated campaign.
Rostrum was able to put EY at the very centre of London’s 24 hour economy debate, with blanket press coverage, high profile Twitter activity and the support of the London Mayor himself. In addition, EY hosted over 100 London businesses during the campaign period, including a well-attended launch event and a series of roundtable discussions focusing on freight & infrastructure and retail & hospitality. As a result of this activity, EY was able to forge a partnership with the GLA to host a global 24H economy conference in 2018, with the support of the Night Mayor of Amsterdam.
In total, the campaign generated 2,044,392,323 opportunities to see (OTS), which led to conversations with the firm’s focus and investment accounts and pipeline of new clients. National coverage included the FT, City A.M, London Evening Standard, Metro, Daily Express and The Guardian, and international coverage included WSJ Europe, CNN Money and CNBC.