Case Study : Greater London Authority

Background The Greater London Authority (GLA) is a unique form of strategic citywide government for London. The Londoner is a newsletter from the Mayor and the Greater London Authority Group. It is a key public information tool, keeping Londoners up to date on Mayoral strategies and policies and GLA Group services. It is currently produced every other month, but may become monthly at some point. It is distributed to just under 3 million households in London.

Objectives  

• To increase the level of brand awareness of The Londoner to residents of London
• To distribute copies of the Londoner to residents of London through London Underground stations in specific areas of London , predominantly East London and avoiding tourist and commuter traffic
• To keep the replenishment levels high in all areas,
• To record the level of distribution from each station

Methodology

A network of distribution teams were located within London Underground stations, stock was replenished regularly by Team Leaders van stock.

The distribution areas were carefully selected to target local residents.

Results

• The Red Agency completed 100% of the planned schedule

Client Quote  

“Fantastic! I'll be in touch as soon as we are planning our next event”  
Miranda Knapton, GLA