The UK has sent its biggest ever delegation to EXPO REAL this year – counteracting any messages of insularity that the Brexit crisis might be communicating to its European neighbours.
‘It’s important that the UK is here,’ says Katharine Glass, managing director of White Label, a creative agency driving the efforts of West London promotional body Capital West. ‘We came over last year to suss things out, and are back with a critical mass of delegates to talk to potential European partners, as well as build on relationships we’ve already made.’
Glass adds: ‘Capital West represents a collaborative approach to promoting the West London sub-region. There’s been a lot of buzz about East London recently, but we’re representing a £73 bn (annual) economy, which is bigger than Dubai. West London, as a brand, hasn’t really been recognised until now.’
‘Capital West is a way for seven local authorities to make their voice heard,’ explains Luke Ward, head of growth, employment and skills at the West London Alliance. ’These include Barnet, Brent, Harrow, Ealing, Hammersmith & Fulham, Hillingdon and Hounslow. The authorities got together four years ago to improve economic growth by streamlining their systems. This is one shop window to engage the global economy.’
‘Much like the UK & Partners stand, we’re using strength in numbers to get our message across,’ concludes Glass.