New West End Company

Abolish the Tourist Tax

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The Challenge

The West End is the jewel in the country’s retail crown. Known as the ‘nation’s high street’, it has faced significant challenges in recent years. The Covid-19 pandemic severely reduced footfall and spend, as national lockdowns forced consumers to stay at home and shop online. The working environment for retailers, restaurateurs and bar owners was further compounded by policies such as the removal of tax-free shopping in the UK and Sunday trading laws.

Our task is to champion the resilience and potential of the West End, alongside the expertise of New West End Company, creating impact for retail and property members during their recovery.

The Solution

Our job was to raise awareness of the long term impact of the loss and prevent a short-term saving for the Treasury going unchallenged, and to ensure the CEO of NWEC was seen to lead the campaign.

We united West End retailers and the UK tourist industry in a storm of protest that through economic modelling quantified the loss and generated reams of coverage and support online. While the tax was initially repealed, its reintroduction by the Chancellor means that the battle is far from over, and NWEC has a prominent role to play in acting as the champion of its members.

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The Impact

Leading Share of voice (50%) for CEO vs. 3 closest peers
67% increase in coverage YoY
Recognised by Chancellor for digital campaign
98% approval for senior leadership at vote

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