West End marketing lead appointed to transform City of London

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west end marketing lead
Luciana Magliocco

New West End Company Marketing Lead, Luciana Magliocco, has been recruited as the Director to oversee the City of London Corporation’s flagship new leisure programme, Destination City.

Launched last month, the scheme will transform the Square Mile’s leisure offer, creating a leading destination for UK and international visitors, workers, and residents to enjoy.

Backed by a £2.5million annual investment from the City of London Corporation, Destination City will drive the Square Mile’s recovery from the pandemic, enhancing its vibrancy, revitalising its streets, reinvigorating its businesses, and boosting its attractiveness to talent.

Destination City will deliver an exciting events programme, offering something for everyone, including outdoor festivals featuring music, art, education, sport, and wellness, in the City’s iconic settings and hidden spaces.

New West End Company comprises 600 UK and international retailers, restaurateurs, hoteliers, galleries, and property owners in London’s West End.

During her 11 years at the organisation, Magliocco led on a number of transformative West End programmes and activations, working alongside its businesses and partners to ensure it remains a globally-renowned and attractive destination.

These include overseeing the iconic Oxford Street and Regent Street Christmas Lights Switch On shows, large scale traffic-free days, launching the first ever West End wide loyalty app and working with Westminster City Council and property partners to deliver its innovative Pop-Up programme.

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She starts in September, and one of her first tasks will be leading the programme’s spectacular launch event this autumn.

Policy Chairman of the City of London Corporation, Chris Hayward, said: “We are thrilled to welcome someone of Luciana’s calibre and experience to oversee this flagship programme.

“This is a once-in-a-generation opportunity to redefine the Square Mile, just as the Elizabeth line is connecting more people to the City than ever before.

“We are putting the City of London on the map as a world-leading destination, which is fun, creative, and inclusive.”

Magliocco said: “This is an extraordinary opportunity to enhance and shape the future of the Square Mile – the heart of the most exciting, dynamic, and historic city in the world.

“We want to create something truly special – a destination that is fresh and innovative – by providing events that are uniquely City but globally renowned.

“Destination City will also enhance the Square Mile’s green ambitions, leading to a more sustainable City.”

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