Jack Morton Worldwide is designing this year’s New Year’s Eve celebration event for the City of London.
Jack Morton won the project following a four-way pitch against Live, Ten Alps and Mice Group earlier this year. It is the first time the experiential communications consultancy has worked with the Greater London Authority.
The group has been commissioned by the GLA to create and stage the ten-minute display, which will feature pyrotechnics, fireworks and lighting projections. Jack Morton is also working with pyrotechnics specialist Group F on the project.
The hub of the activity will take place along the North bank of the Thames and will light up London’s various iconic landmarks such as Big Ben, County Hall and the British Airways’ London Eye. The event, dubbed the ‘marking of midnight’ by the internal client team at the GLA, is expected to attract some 100 000 revellers from all areas.
According to Jeremy Garbett, board director at Jack Morton Worldwide, ‘There will be no real marketing of the event because it is important to be aware of crowd numbers.’