Mayor of London presents
Africa on the Square 2017
Trafalgar Square
MEDIA PARTNERSHIP
1. Background
1.1 The Greater London Authority (GLA) is seeking a media partner for Africa on the Square
which takes place on Saturday 14 October 2017. In particular the GLA wishes to work in
association with a media partner (print and online) to help publicise the event to London’s
diverse African and wider audiences, and bring additional value to the event through
promotional activity, both in advance of the event and on the day.
2. The event
2.1 The Mayor of London’s events portfolio includes a number of directly organised events
including St Patrick’s Day, Feast of St George, Vaisakhi, Liberty, Eid, Diwali and New Year’s Eve
Fireworks. In addition the Mayor supports a series of events with funding contributions
including Chinese New Year, Pride, London Mela, Notting Hill Carnival, Thames Festival and
Chanukah.
2.2 All of these events connect with different communities and correspond with the Cultural
Strategy objective to ‘Support a number of high-quality festivals, campaigns and cultural events
across London, working with a wide range of partners to ensure that both well-established and
new events take place across London, developing and widening audiences and participation in
the capital’.
2.3 London is home to significant communities from across the African continent, with more
than 600,000 people recorded in the 2011 Census as having been born in Africa, of which
around 365,000 were from Nigeria, Somalia, Kenya, Ghana and South Africa. Within this
context the GLA plans to deliver Africa on the Square for the third year, to engage with the
capital’s diverse African and wider communities, and celebrate African culture, including music,
fashion and food. In 2016, up to 25,000 attended the Africa on the Square, and it is hoped to
build on this success in 2017.
3. Event outline
3.1 African Market: Up to 35 stalls, bringing a fabulous range of African traders selling original
merchandise including fashion, beauty products, jewellery and artwork. Each trader has been
carefully selected based on their commitment to producing the very best quality and the ability
to offer the customer a unique purchase.
3.2 Family and children’s activities: The African continent has a plethora of activities that are
synonymous with different traditions and cultures. Family and children’s area will allow visitors
to participate and learn about the continent’s diversity through activities such as batik making,
drumming, face painting and hair braiding to name a few. The family area will enable visitors to
take away a small part of the event as well as learn something about African culture.
3.3 Food stalls: representing the very best in contemporary African cuisine, a number of food
stalls will give a taste of different parts of Africa.
3.4 Live Music Stage: The live stage will mix traditional music, dance and performances with
contemporary modern day influences. The main stage of Africa on the Square will showcase a
mixture of content that not only presents a broad mix reflecting the African Continent but will
also be a platform for aspiring talent from both the African diaspora and of African inspired
performers. The stage will also include a fashion show, live music, and Africa on the Square
Young Talent showcase.
3.5 Roaming Entertainment: the vibrancy of the square will be further highlighted with roaming
performers including drummers, acrobats and dancers.
4. Media partner support required
The GLA will evaluate all submissions based on:

Amount and quality of promotional support including reach and relevance to African
community and wider London audience.
 Level of financial investment and budgetary proposal
 Relevant experience in successfully staging and creating similar media partnerships
Proposals should detail the following:
 Pre-promotion space – display adverts, editorial, online etc.
 On-site presence – journalists, camera crew, on-site activation, programme content.
 Post event – coverage & media schedule and media value.
 Promotion of Africa on the Square Young Talent showcase
Media Partnership Marketing Benefits:


Exclusive media partnership with rights to title of “Official Media Partner of Africa on
the Square 2017”
Branding on promotional and marketing materials (exact details to be confirmed). A
typical event will have:
o Out of home advertising, such as leaflet or poster distribution
o Paid digital media placements
o Online promotion through GLA event page on London.gov
o Promotion through social media channels and registered users for e-comms with
hyperlink to media partner’s webpage:
 Events newsletter currently has 100,267 subscribers to date.



Africa on the Square 2016 reached 392,000 users on Facebook
In 2016 there were 23,176 unique page views to the London.gov event page
Onsite branding through event dressing

Post event brand exposure through the official GLA promotional video placed on
London.gov and seeded via social media channels
Additional Benefits:


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Acknowledgement of the Media Partner’s support as part of the welcoming speech at
the event on Trafalgar Square on October 14 2017
Media Partner acknowledged in the in all press releases and notes to editors associated
with the event issued by the GLA
Priority access to guests and artists for interview
6. How to apply
Please provide a written response in accordance with the deadlines as set out below as to how
you would propose to fulfil the brief of Media Partner for Africa on the Square.
Timeline:



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Details of Media partner opportunity circulated from 22 May 2017
Deadline for submission of media partner proposals 12 noon on Friday 9 June 2017
Selection w/c 12 June 2017
Partnership awarded 16 June 2017
Please address responses to:
AOTS Media Opportunity
Events for London
City Hall
The Queen’s Walk
London
SE1 2AA
Email: [email protected]