Mayor in bid to promote West End

Many of the events will take place during the May Bank Holiday weekends

The Mayor of London Boris Johnson is spear-heading a major drive to get more people to visit the capital's West End.

"West End It's Time" will aim to get more shoppers and tourists to visit the central London area in May and June.

The 50-day event will offer £1m of free events including concerts, traffic-free days, playgrounds on Oxford Street, celebrity appearances and daily prizes.

In March, the mayor was criticised by retailers for not promoting London well enough during the recession.

In February businesses criticised the mayor for not doing enough

It is crucial that we take nothing for granted and continue shouting from the rooftops that London is a fantastic city to visit Mayor Boris Johnson

In a letter sent by business organisation London First, 19 executives from retailers, hotel chains and other businesses called on him to do more to promote London both at home and abroad.

At the time the mayor said he did not want to "spend taxpayers' money prematurely," adding: "The interesting thing is deciding when the moment is to push out your campaign. "

He began the promotional campaign alongside cast Members of West End Show Priscilla Queen Of The Desert The Musical and Top Chef Aldo Zilli, in London's Covent Garden on Monday.

'Shout from rooftops'

Many of the free events are scheduled to take place over the two May Bank holiday weekends and half-term.

Announcing the campaign, London Mayor Boris Johnson said: "It is crucial that we take nothing for granted and continue shouting from the rooftops that London is a fantastic city to visit, whether filling your shopping bags, visiting one of our incredible museums, or grabbing a meal."

Campaign director Jace Tyrrell said: "With many Brits choosing to holiday at home this year, West End It's Time is an initiative dedicated to this growing trend of 'staycations'.

A list of events can be found at westendtime.com

"The campaign will ensure London's West End attracts both UK tourists and Londoners during the key travel months of May with two Bank Holiday weekends and in June when alfresco dining, theatre trips and buying up summer fashion all begin to peak."

'West End It's Time' is a joint initiative between the London's West End Marketing Alliance, Visit London, Westminster City Council and the Mayor of London.

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