Selling a city

London Economic Development Corporation had a new strategic direction to showcase. We turned the page forward with a sharp new publication.

Challenge

With a mandate to attract foreign direct investment and grow local business, the London Economic Development Corporation (LEDC) needsed to creatively position London’s unique assets and resources to potential investors.

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Insights

LEDC needed to leave a meaningful impression, stand apart and differentiate London from other municipalities. Building on the success of the inaugural edition, the second issue of London Magazine profiles leading global companies, homegrown entrepreneurs and vital infrastructures.

Bold idea

Researched, written and designed by Lashbrook, this robust publication features eight different covers to profile the city’s core economic sectors, including digital creative, food processing, health care and advanced manufacturing.

An accompanying website profiles key stories and provides an opportunity to order a free copy of the print version. Proving that it’s more than just a magazine, the content is used on social media, newsletters, proposals, print and online advertising campaigns as part of an overall content marketing strategy.

Big results

  • The magazine is actively distributed as recruitment material by LEDC to attract new business to the city
  • To date, more than 10,000 copies have been distributed locally, regionally and around the globe