Greater London Authority

New Year’s Eve in London is broadcast live around the world. Identity’s challenge was to combine new technology and creative storytelling in a show that worked for 100,000 people on the Thames and for audiences watching at home.

Identity had to balance a memorable celebration with order and safety for ticket holders and the wider public, both conditions for the event’s annual support and funding.

• Event Management & Production
• Innovation & Technology
• Strategic Advisory

With intricately complex planning requirements, an immovable timeline and global media amplification, this live broadcast event demanded excellence. 

Identity keeps the same core team on the event each year, so stakeholder relationships stay steady and planning starts further ahead, which saves the GLA time and cost.

Early stakeholder kick-off meetings and a de-conflicted communications plan covered every operational area. A full Event Management Plan and crowd management strategy deployed 3,500 safety and security personnel. They covered 100,000 ticket holders and an estimated 400,000 people in the wider central London area.

Identity devised a 14-minute show that marked the year’s milestones, including Great Britain’s Paralympic success and the 80th anniversary of the D-Day landings.

The event exceeded expectations, securing London’s place as a global leader in immersive brand experience design.

Identity met the city’s aims for lasting positive impact. Energy-efficient lighting supported carbon reduction targets. The soundtrack featured London artists, which supported the local creative economy.

Following the success of this event, Identity has been selected as partner to the Greater London Authority for a fourth year.