Govt hunts agency to promote London elections for mayor

The Government is to fund a major ad campaign ahead of next year’s London mayoral elections to avoid a repeat of the embarrassing no-show at last year’s referendum vote.

The Government is to fund a major ad campaign ahead of next year’s

London mayoral elections to avoid a repeat of the embarrassing no-show

at last year’s referendum vote.



The COI has begun the search for an agency to develop a campaign that

will encourage Londoners to vote for a mayor in next May’s elections.

The Department of the Environment, Transport and Regions, headed by the

deputy prime minister, John Prescott, is co-ordinating the search, and

is understood to have shortlisted four advertising agencies for the

task.



Only 35 per cent of Londoners turned out to vote in last year’s

referendum despite a pounds 1 million through-the-line campaign by Bates

UK.



A DETR spokeswoman refused to comment on the agency search but explained

that, in July, the Government promised to invest in informing the public

on how the upcoming London elections will work.



The ballot next May will use a more complicated system than the public

is used to. Voters will have both a first and second choice of

candidate.



The candidates for mayor include the novelist and politician, Lord

Archer, and the former junior transport minister, Glenda Jackson.



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