This year’s event sees a new partnership between Vodafone and the Mayor of London, which will involve a multi-sensory experience created by food scientists Bompas & Parr.
It is estimated that more than 200,000 people will line the banks of the Thames to watch the display, focused around the EDF Energy London Eye. The event is a key highlight in the capital’s programme of cultural celebrations, and it will be watched live by millions of people on BBC One.
Jack Morton Worldwide will work in conjunction with multiple agencies across the capital to ensure the event is planned and delivered in a safe way. These include the Greater London Authority, Metropolitan Police, Westminster City and Lambeth Borough Councils, Transport for London, The Port of London Authority, London Ambulance Service and London Fire Brigade.
Jim Donald, project director, Jack Morton Worldwide, said: "This year marks our tenth anniversary of working with the Mayor of London’s team to showcase London to the world on New Year’s Eve.
‘It is a great honour to create a show which year on year sets the bar in innovation and creativity. We are delighted that this year, with the newly joined partnership with Vodafone, will take the audience experience to new sensory level."
Kevin Austin, assistant director of the Mayor’s external relations unit at City Hall, added: "We are working with a great team to deliver another thrilling event to help kick off 2014. The Mayor's fireworks display has over the past decade become a global calling card for London, which will be heightened by the new partnership with Vodafone."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.Follow @samedwardsevent