New West End Company has appointed global marketing and representation agency Wasserman to manage all sponsorship opportunities and commercial partnerships for Oxford Street and Bond Street. Focusing on Oxford Street’s core pillars of fashion, innovation, technology and entertainment, key deliverables will include “re-imagining Christmas” for 2016 and curating a series of unprecedented global ‘firework’ moments. These ‘moments’ will aim to deliver international exposure; positioning the street as an unrivalled shopping destination, ahead of the launch of the new Elizabeth Line in 2018.
 
The recent appointment coincides with the launch of new brand positioning: ‘First Seen on Oxford Street’ acknowledges the street as being the World’s first choice shopping destination for UK and international visitors and a street synonymous for launching new flagship stores, product ranges and innovative retail activations. This positioning will be used to showcase Oxford Street through a series of high profile international retail events taking place this year and ahead of the launch of a new website. Oxford Street will also be unveiling a new ‘destination first seen’ wayfinding technology, which will facilitate and enhance the on-street shopping experience.
 
In its scope of work Wasserman will ensure the ‘First Seen’ messaging is delivered consistently through all commercial partnerships, with a brief to deliver a level of premium exclusivity and brand awareness that befits all street-wide events, launches and activities.

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New West End Company in 'travel, locations & venues'