New data from a first-of-its kind operation* tracking the sale of illicit vapes and underage sales shows:

1.19 million illegal vapes seized by Trading Standards in 2023-24, a 59% increase.
299,224 vapes confiscated in Q4 2023-24 alone.
24% of test purchases in Q4 2023-24 resulted in illegal sales of vapes to children.
A second operation** seized 46 million illicit cigarettes and 12,600kg of hand-rolling tobacco in the last three years.

More than a million illegal vapes were seized by Trading Standards in 2023/2024, new data released today from National Trading Standards (NTS) and the Department of Health and Social Care (DHSC) show.

A joint initiative named Operation Joseph has tracked over 1.19 million illegal vapes removed from sale across England, a 59% increase in the number seized compared to the previous year. The products seized failed to meet basic UK safety standards, with most containing excess nicotine levels.

New data also shines a spotlight on sales of vapes to children. In Q4 2023-24, almost a quarter (24%) of the 775 test purchases conducted in-person by Trading Standards resulted in illegal sales to under 18s.

Meanwhile, Operation CeCe — a joint initiative between NTS and HM Revenue & Customs (HMRC) running since 2021 — continues to disrupt the illicit tobacco trade. In 2023-24, over 19 million illicit cigarettes and more than 5,103 kg of hand-rolling tobacco worth £11.7 million were seized by Trading Standards. Since the operation started three years ago, 46 million illicit cigarettes and 12,600kg of hand-rolling tobacco have been seized, disrupting the illegal trade which undermines efforts to drive down smoking rates – including taxation policies.

“The protection of communities, public health and the safeguarding of honest businesses who are struggling to compete with the flood of illegal products lies at the heart of what Trading Standards does,” said Lord Michael Bichard, Chair of National Trading Standards.

“Trading Standards has seized nearly 1.2 million illegal vapes and more than £26 million worth of illicit tobacco so far. But the reality is further action is necessary to remove more illegal – and in many cases dangerous – products from sale.

Richard Las, Director, HMRC Fraud Investigation Service, said:

“Illicit tobacco undermines legitimate retailers, funds wider crime, and harms public health while depriving our vital public services of around £2.2 billion a year.

“We will continue to work with partners like trading standards to tackle this organised criminal trade that harms our communities. These criminals don’t care who they sell to including children.

“We urge anyone with information about the smuggling, distribution or sale of illicit tobacco to report it online.”

Kate Pike, Lead Officer for Tobacco and Vaping for the Chartered Trading Standards Institute said:

“Trading Standards officers recognise that it is really important that adult smokers are able to switch to legal compliant vaping products which carry a fraction of the risk of their lethal tobacco habit. These figures show we are working incredibly hard to remove illegal vapes from our communities and to support businesses not to sell to children. We encourage anyone with information about businesses ignoring the law to report to us so we can continue to target our enforcement resources most effectively.”

Minister for Public Health and Prevention Andrew Gwynne said:

“This shows just how many illegal and harmful vapes are on our streets, putting consumers and children at risk. To further crack down on illicit trade of tobacco products and vapes, we are investing an extra £10 million to keep these harmful products out of the hands of kids.

“The Tobacco and Vapes Bill will strengthen enforcement activity, allowing Trading Standards to take swifter action to enforce the law, including on non-compliant products, and closing loopholes.”

The brief

The Government Office for Technology Transfer (GOTT) accelerates government innovations into the market to drive growth and support new products and services for citizens.GOTT commissioned us to lead a public sector brand development project to evolve its visual identity into something clearer, more accessible and more adaptable — and to ensure it reflected the organisation’s innovative role and authority. Key requirements included preserving recognition, ensuring AA accessibility, and keeping the brand practical and ownable within DSIT.

Insights and approach

We structured our work into three phases: immersion, creation and delivery. As a brand development agency working regularly on public sector branding, we began with a detailed brand audit — laying out every asset on a virtual board to identify patterns, inconsistencies and opportunities for improvement.

To understand usability challenges, we spoke directly with core brand users inside GOTT, gathering clear insights into what worked, what didn’t and what needed simplifying.From there, we developed an iterative set of design refinements, ensuring the visual language balanced continuity with much-needed clarity. Once approved, we delivered a hands-on training session, including a live “build-your-own-slide-deck” exercise. This allowed the team to trial the refreshed brand in real time and gain confidence using it with our technical support on hand.

Results

The original identity relied on complex, layered graphics to express three pillars — collaboration, innovation and acceleration. While the themes of movement and transfer were clear, the deeper meaning was often difficult for users to interpret or apply.We retained the strongest elements of the previous design and simplified the visual system so it conveyed movement without needing to represent specific concepts. The result is a brand that teams can deploy quickly and consistently, meeting accessibility requirements and improving day-to-day usability, while staying true to the original spirit of the identity.

Switch-on the Christmas lights with the new Lord Mayor, indulge in festive weekend markets, enjoy guided walks and more

The new Lord Mayor of the City of London, Alastair King DL, will be lighting up the City of London’s iconic hidden gem, Leadenhall Market, on Thursday 14^th November, kickstarting the Victorian market’s Christmas celebrations.

The much-loved annual Christmas lights switch-on ceremony will take place at 6pm – complete with pyrotechnic firework fountains – unveiling the full splendour of Leadenhall Market’s giant real Christmas tree, which will sit under the breathtaking central atrium which depicts a starry night sky.

The 18-foot-tall glittering Christmas tree will be decked with a colour changing LED light display, complementing the large red and gold baubles and beautiful fir tree garlands throughout the market. A twinkling light tunnel will bring festive cheer to Beehive Passage, tempting visitors to explore the shops, restaurants and bars nestled in the cobbled alleyways of Leadenhall Market.

Shoppers will be treated to live music from Super Tenants who will be encouraging crowd participation in a range of seasonal songs from 5.30pm, before the countdown begins for the Lord Mayor Alistair King’s speech and Christmas light switch on at 6pm.

The festive garlands festooning the Victorian shopfronts are being designed by Leadenhall Market’s longstanding family run florist, Windsor flowers, where customers can pick up the perfect Christmas table centrepiece, and the market’s boutique shops, restaurants and bars will be stacked full of festive gifts, food and seasonal tipples – ideal for Christmas shopping and dining in one of London’s most beautiful locations. Please check individual stores for opening times.

The Lord Mayor’s switch on is appropriate as former Lord Mayor Richard ‘Dick’ Whittington gifted the previous stone structure of Leadenhall Market to the City of London in 1411. This was replaced in 1881 with Leadenhall Market’s current stunning wrought iron and glass architecture.

Christmas weekend markets

Bringing more festive sparkle, the popular weekend pop up markets, introduced for the first time earlier this year to bring the market back to Leadenhall, will return for the Christmas season. South-London based SoLo Craft Fair will feature a beautiful array of Christmas gifts, from uniquely hand-crafted art, jewellery, and home accessories to children’s toys and more. Run by makers, for makers, SoLo Craft Fair supports a pool of carefully selected, talented crafters that have proved very popular with weekend shoppers looking for something new.

Judy’s presents The Vintage Furniture & Flea Market has drawn in shoppers throughout the summer months with their eclectic collections of one-off pieces of furniture from the mid-century onwards, alongside fashion from the twenties to the noughties. This market day will be ideal for picking up a standout seasonal piece to create the perfect cosy home or one-of-a-kind present ideas for vintage fans.

Saturday 16 November – SoLo Craft Fair Christmas Market
Sunday 24 November – The Vintage Furniture & Flea Christmas Market
Saturday 7 December – SoLo Craft Fair Christmas Market

Festive walks

After the official light switch-on, visitors are invited to explore the illuminated Market by joining Leadenhall’s popular guided walks. From 20 November these tours will embrace a Christmas theme, sharing stories of the market’s holiday traditions past and present. From its Roman origins to Dickens’ Victorian celebrations and the City’s most fortunate and fearless goose – Old Tom – the tours blend fascinating history with festive fun. Led by a City of London guide, the walks are suitable for all ages and will be held every Wednesday from 6:30 to 8:00 pm, priced £8.30, between 20 November and 11 December. Booking in advance is required to secure your place (see website for details: leadenhallmarket.co.uk/festive-guided-walks-2024/)

Workshops and tastings

Over the Christmas season, Leadenhall Market offers fantastic festive shopping, with some tenants also hosting exclusive Christmas activities. From 15 November, Pollock’s Toy Museum pop up will invite children of all ages to decorate their own Victorian-style face mask (contribution £2), the perfect accessory for any upcoming Christmas parties. Also available, the chance to make Danish woven paper hearts, designed to hang up as festive decoration or give as a gift – materials and assistance supplied. Pollock’s Toy Museum is open from 11am to 3pm on Wednesdays and Fridays until the 20 December.

In the run up to Christmas, wine merchants Amathus are hosting Customer tastings every Wednesday, Thursday and Friday. For the wine lovers in your life, Amathus offers bespoke presents, including personalised bottle engravings and corporate gifting ideas. For those planning the office party, bulk discounts are available for corporate events.

Situated in the centre of the City of London’s financial district, the current Grade II listed Market building, designed by Sir Horace Jones, dates back to 1881. Its airy and light wrought iron and glass structure replaced the stone market previously created by Lord Mayor of London, Dick Whittington in the 15th Century. Now, the market is home to 23 restaurants, cafes and bars, which sit alongside 15 retail outlets, creating a hub for shopping and dining in the City.

Leadenhall Market is owned and managed by The City of London Corporation.

We’re at the cusp of a whole bunch of awards celebrations and we have plenty to celebrate! We’re thrilled to have been shortlisted for multiple awards for our innovative communications solutions. Of course, the pride and glory of awards are always enjoyable, but more than anything, we’re pleased with what this recognition says about our work.

Having judged many awards ourselves, we know that creativity, innovation and impact are what’s needed to make an award entry stand out from the crowd. At Barley, we blend strategy, creativity, expertise and passion into social purpose communications that deliver real impact for our clients.

Here’s a snapshot of the work we’ve been shortlisted for:

Rebranding a charity for ETP

To mark a new era for ETP, we designed a bold visual identity that unifies perspectives, clarifies the organisation’s message and charts a course for the future. We developed a new website that’s been shortlisted for Best Website or App at the Memcom Excellence Awards and Best Marketing Initiative or Project at the Association Excellence Awards.

Membership organisation, EACTS

The European Association for Cardio-Thoracic Surgery (EACTS) – a 4,000+ membership organisation for the cardiothoracic surgical community that aims to improve outcomes for heart and lung patients around the world – has been shortlisted for Best In-Person Event of the Year at the Memcom Excellence Awards.

The shortlist for EACTS is for the 37th EACTS Annual Meeting which took place in Vienna in 2023 – and we’re proud to support EACTS to deliver the flagship event. At Barley, our work includes managing organic and paid social media to drive over 5,000 participants to the event, publishing a daily newspaper over the four-day event and working with Go Forth Films to produce a daily highlights video. Barley is again supporting EACTS with this year’s Annual Meeting, which is being held in Lisbon from 9-12 October.

Environmental behaviour change campaign for Keep Britain Tidy

Based on eye-opening data about people’s buying habits, we created and delivered a topical campaign across digital and social platforms, setting our audience the task of buying nothing new for a month. This one is up for Behaviour Change Campaign of the Year at the Global Glood Awards and the Education, Training and Communication Award at the National Sustainability Awards.

Charity communications for Nordoff and Robbins

We’re shortlisted for PR Team of the Year at the Charity Times Awards for our strategic approach to media relations for the inaugural Northern Music Awards – helping Nordoff and Robbins raise their profile, raise funds and demonstrate the impact of their life-changing work as the UK largest provider of music therapy.

Local authority communications for Suffolk Waste Partnership

Our #ShakeItOut campaign to reduce recycling contamination has made a lasting impact, resonating with Suffolk households through eye-catching creative across multiple communications channels. This standout campaign of this year’s awards has so far been shortlisted a whopping eight times.

And there’s more! In addition to our client work, Barley has also been shortlisted for several agency awards, including the Women in Green Business Awards and the Association Excellence Awards.

This recognition is true testament to the dedication, imagination and enthusiasm our team brings to every project. And we’re ever appreciative of our marvellous clients for choosing Barley to deliver across a wide range of their communications needs.

Bring on the celebrations!

The brief

Counterfeit beauty and hygiene products can cause serious harm, yet many young women in the UK are unaware of the risks.

The Intellectual Property Office (IPO) asked Barley Communications to design and deliver a behaviour change communications campaign targeting women aged 18–30. The goal was to expose the hidden dangers of fake perfumes, lipsticks and concealers, and to encourage safer, better-informed purchasing choices.

Insights and approach

Grounded in research and consumer insight, we developed Choose Safe, Not Fake — a behaviour change consultancy programme and campaign designed to shift attitudes and influence real-world decisions.

Understanding where our audience spends time online, we built a strategy centred on targeted social media activity, influencer partnerships and collaboration with trusted consumer protection organisations, including Citizens Advice.

Instagram proved critical given its reach among our target audience. We delivered a mix of high-impact multimedia content, ensuring key messages were seen repeatedly across the campaign period. Influencer selection focused on credibility and audience alignment, enabling authentic storytelling and amplifying engagement far beyond paid activity.

We backed this with powerful real-world case studies and striking visual assets that exposed the realities of fake beauty products. Combined, these elements created a multi-channel approach that exceeded every KPI and generated widespread coverage across TV, print and online platforms.

Results

The campaign successfully raised awareness of the risks posed by counterfeit beauty and hygiene products, directly addressing the objectives set by the IPO.

Choose Safe, Not Fake exceeded all reach and engagement KPIs. One in five consumers recalled the campaign — a clear sign that the messaging resonated — while content engagement grew more than threefold compared with the previous year’s behaviour change campaign. Influencer activity further accelerated conversations about the harms associated with fake products.

Coverage across flagship programmes including ITV’s This Morning and the BBC’s Morning Live reached millions, and partnerships with consumer protection bodies strengthened credibility. As a result, one in four consumers were able to recognise the dangers of counterfeit beauty products, helping empower young women to make safer choices and cementing the IPO’s position as a trusted voice in consumer protection.

The brief

Scams remain significantly underreported, creating major challenges for those working to protect consumers. Working with the National Trading Standards (NTS) Scams Team, we identified that shame and victim-blaming prevent people from speaking up – limiting both reporting and access to support. This fuels a cycle where services remain under-resourced and inconsistent across the country.

In response, Barley was asked to deliver a consumer protection campaign that would reduce stigma, encourage victims to come forward and drive people towards trusted scam prevention communications and support services.

Insights and approach

To help NTS shift public attitudes, we developed a media-first strategy to amplify its No Blame No Shame campaign. Our aim was simple: spark a national conversation about why people do not report scams, and show how better reporting can help shape policy, improve services and protect others.
New research revealed the scale of the problem – with most adults targeted and many losing money but choosing not to report due to feelings of embarrassment or self-blame. This insight formed the backbone of our story. It gave us a powerful platform to challenge public misconceptions, offer clear advice and call for stronger victim support.
To deepen impact, we worked closely with a criminologist exploring parallels between scammer behaviour and domestic abuse, adding robust expert commentary. We also prepared a sensitive, high-impact case study of a woman groomed over several months by cryptocurrency scammers, ensuring she felt fully supported and confident sharing her experience.
Through careful embargoed pitching, we aligned launch coverage with NTS Scams Team activity and secured strong interest from the BBC and wider consumer media, supported by a detailed briefing for the NTS spokesperson.

Results

The campaign generated widespread national and regional coverage. BBC Breakfast, ITV Good Morning Britain, BBC Radio 5 Live, BBC local radio, LBC, Times Radio, Channel 5 and the Daily Express all carried the story, driving sustained conversation about the need to remove shame from scam reporting.

BBC Radio 5 Live highlighted the Friends Against Scams resource twice in 24 hours – first directing listeners to the site on launch day, then hosting a follow-up discussion on AI-enabled fraud. Channel 5’s Alexis Conran show facilitated a dedicated panel and phone-in, with strong signposting to Action Fraud, Citizens Advice and Friends Against Scams.The campaign helped shift the narrative: from victim-blaming towards recognition that anyone can be targeted. Following the launch, the NTS Scams Team was invited to give evidence to the Home Affairs Committee inquiry into fraud and to attend several senior government meetings.

Leadenhall Market’s announces its annual pancake race

The coveted Golden frying pan is up for grabs as the legendary Leadenhall Market pancake race returns to The City of London for its 15^th year.

Hosted by the world-renowned market’s 18^th century pub – The Lamb Tavern – the annual tradition is set to take place on Tuesday 13^th February at 12:30pm and will see teams of four compete for glory during a 20m flipping relay on the Victorian covered Market’s ancient cobblestones.

The winning team will secure their place in Leadenhall history with their name inscribed on the Golden Frying Pan which is then displayed behind The Lamb’s bar for the remainder of the year. Winners can also look forward to a Lamb Tavern Hamper, while runners up in second place can earn themselves a £50 bar tab and third place will be awarded with a bottle of prosecco. And of course, all competitors can expect free pancakes. Losing teams will receive the consolation of one of The Lamb Tavern’s famous scotch eggs (cut into quarters!).

In recognition of Leadenhall Market’s iconic City status, participants are invited to don bowler hats, while Market personality Charlie from London City shoeshine will provide a running commentary of the much-loved annual event.

To mark the event’s 15^th anniversary, more pancakes than ever before will be on offer for spectators, with many delicious free pancakes – made by The Lamb’s Head Chef Sian – available to those cheering on from the side lines.

Free to enter, teams of four people can take part and must register beforehand at www.lambtavernleadenhall.com/#book, or by emailing lambtavern@youngs.co.uk.

Leadenhall Market’s boutique retailers, bars, restaurants and cafes will also be open for the event, welcoming participants and spectators alike.

For more information visit: www.leadenhallmarket.co.uk     

Leadenhall Market is owned and managed by The City of London Corporation.    

The brief

Suffolk Waste Partnership asked us to develop a behaviour change campaign to cut recycling contamination across the county. In 2021–2022, 28% of Suffolk’s recycling was rejected — an expensive problem for local authorities and one that increases the amount of waste sent for incineration or landfill. As a recycling communications agency, we were tasked with raising awareness of what causes contamination and helping people recycle correctly. We needed to reach households county-wide, with a tailored focus on residents in flats and houses in multiple occupation where contamination rates were highest.

Insights and approach

Our insight was clear: simplifying the action required would make correct recycling easier. We centred the campaign on one memorable behaviour — shaking out recycling so it is clean, dry and loose, with no plastic bags.

We created #ShakeItOut, a playful, county-wide behaviour change campaign built around a hero animation and jingle inspired by the familiar rhythm of the Hokey Cokey. The upbeat tone made the guidance easy to recall and repeat.

To maximise value for this local authority communications project, we repurposed visual assets from the animation across all channels. Messaging was kept simple, positive and jargon-free — a proven approach for driving behaviour change.

This fully integrated behaviour change campaign combined paid and organic social media, PR, radio, cinema advertising and hyper-local out-of-home placements. Multi-occupancy buildings in hotspot areas received clear, practical signage to support residents on the ground. Digital activity ran for eight weeks, with bursts of paid social at the beginning and end to reach highly engaged audiences.

Results

The campaign delivered strong reach and engagement across Suffolk. Paid social content achieved 1.2 million impressions and 200,000 engagements, with the hero animation viewed half a million times on YouTube. Radio advertising ran across three stations for four weeks, reaching more than 23,000 listeners.

The animation was shown in five cinemas, reaching over 16,000 people — 46% more than planned. PR activity generated 17 pieces of coverage and 2.8 million opportunities to see or hear, including interviews on BBC Radio Suffolk and Radio West Suffolk and a front-page story in the East Anglian Times. Most importantly, contamination levels fell in the months following the campaign.

The brief

Leadenhall Market asked us to develop a year-round placemaking campaign that would intrigue and entice visitors, strengthen its position as one of London’s most recognisable landmarks, and drive footfall for its independent traders. Our task was to create an engaging programme of activity that generated consistent media interest, delivered standout moments across the calendar, and encouraged shoppers and visitors to return again and again.

Insights and approach

As a London landmark communications agency, our approach centred on creativity, strategic programming and the power of shareable experiences. Since 2021, we have reimagined the market’s public space through an evolving events calendar designed to complement its Victorian architecture and spark digital engagement.

We collaborate with leading cultural institutions—including the Museum of London, Guildhall, God’s Own Junkyard, Sadler’s Wells, the University of the Arts London and London Youth Choir—while also supporting wider initiatives led by the Greater London Authority, ECBID and Destination City. Together, we transform the market’s central spaces and vacant units into workshops, installations and performances that offer something new on every visit.

Our own interactive pop-ups—such as the Screamatorium, Jubilee Corgi Cam, Dogstagram photobooth, neon film set and Halloween tentacle—add playful moments that increase dwell time and encourage repeat visits. The 8-metre Christmas tree has become a regular fixture in citywide media round-ups, reinforcing Leadenhall Market’s position as a seasonal destination.To sustain momentum, we run a proactive press office, securing ongoing local, national and international coverage through tailored media opportunities, behind-the-scenes access and tenant collaborations. We also manage the market’s website and social channels, producing digital content and partnering with influencers to reach new audiences.

Results

Our placemaking campaign has transformed Leadenhall Market’s visibility. By April 2023, media presence had shifted from reactive to high-impact, with 1,080 pieces of quality print, online and broadcast coverage. Increased interest from major brands and film and TV companies has positioned the market as an iconic backdrop for cultural activity—including appearing in the 2022 Christmas edition of Radio Times.

The market has seen continued investment and renewal, including multiple new tenant openings and eight new food and beverage spaces in 2023. The strengthened profile has increased footfall, improved trader confidence and enhanced the overall visitor experience—meeting the client’s goal of cementing Leadenhall Market as a must-visit London destination.

The brief

Counterfeit electrical goods continue to put people at risk — especially 18–35-year-olds who are more likely to buy them. These products often bypass essential safety checks, leading to fire hazards, electric shocks and wasted money.In the run-up to Christmas, when pressure to buy discounted tech is at its peak, the Intellectual Property Office (IPO) asked Barley to deliver a public awareness campaign that would protect younger shoppers from unknowingly purchasing counterfeit electricals, using our strengths as a behaviour change agency and communications agency to drive safer choices.

Insights and approach

Reaching 18–35-year-olds meant engaging a diverse audience with different motivations, platforms and buying habits. Some knowingly take risks; others fall for convincing imitations. Our strategy needed to speak to both.

We created a fully integrated campaign spanning social media, traditional media, influencers and enforcement partners. By focusing on everyday items such as phone chargers and headphones, we grounded the message in familiar products that younger people buy most often — making the risks clearer and more relevant.

The campaign launched around Black Friday to capture early seasonal shopping behaviour and built momentum through December. We conducted new research into young adults’ attitudes towards counterfeit goods to generate compelling news angles, working with enforcement partners so our advice aligned with real-world activity.Influencer content, tailored to distinct audience segments, helped widen reach and deliver trusted, peer-to-peer messaging — a crucial element for behaviour change.

Results

The campaign delivered strong visibility at a critical moment in the retail calendar and helped warn young shoppers about the safety risks of counterfeit electricals. Coverage included a 10-minute feature on BBC Morning Live, demonstrating the dangers in real time and offering practical advice for staying safe.

Across social, influencer and media channels, our integrated approach ensured the IPO’s message cut through — empowering young people to make safer, more informed buying decisions in the run-up to Christmas.

The brief

As a public sector communications agency, Barley was asked by National Trading Standards (NTS) to help raise awareness of a growing wave of ‘friend in need’ scams on WhatsApp — messages that appear to come from friends or family members requesting money or personal information. The objective was clear: equip consumers with simple, actionable steps to protect themselves and reduce the impact of these fast-increasing message-based scams.

Insights and approach

Working closely with NTS and WhatsApp, Barley helped frame the challenge and shape the campaign’s core advice: STOP. THINK. CALL. We provided context and insight into how ‘friend in need’ scams operate, ensuring the public messages were rooted in real behaviours and the evolving consumer protection landscape.

Our team:

Developed a bespoke landing page for the Friends Against Scams website to give consumers a trusted place to learn more and take action.
Ran a targeted media relations programme, complementing WhatsApp’s outreach and securing major national coverage including BBC News.
Provided strategic counsel throughout, reviewing content for TikTok and Instagram to strengthen the consistency, authority and clarity of campaign messaging.

By combining behavioural insight with trusted partners and clear public advice, the campaign delivered a unified and authoritative warning to millions of potential victims.

Results

The integrated campaign achieved significant national traction, helping consumers understand and spot this increasingly common scam. It generated 86 pieces of media coverage across outlets such as BBC News, ITV News, Sky News, Daily Mail, The Sun and Daily Mirror, with NTS’ Head of the Scams Team completing 11 broadcast interviews in one radio day alone.The campaign’s impact extended beyond media. Action Fraud adopted and amplified the messaging, launching their own guidance inspired by the campaign — strengthening consumer protection and extending the reach of the STOP. THINK. CALL. message. In total, a further 130 articles were published across national and regional press.

The brief

In its 700th anniversary year, Leadenhall Market asked Barley to help increase footfall and re-engage City workers, London residents and tourists. As a creative events agency partner, our goal was to reinvigorate the Market’s profile and position it as an iconic, vibrant and culturally rich destination. We were tasked with raising brand awareness, boosting visitor numbers, and driving renewed interest in the historic space through an integrated tourism communications campaign.

Insights and approach

Creativity sat at the heart of our destination marketing strategy. With footfall recovering after the pandemic, we saw an opportunity to use the Market’s unique architecture and public spaces to host eye-catching cultural activations that would reintroduce people to the area.

We designed an ambitious programme of events to attract diverse audiences and deepen digital engagement. Working with cultural partners who also needed post-pandemic visibility, we transformed vacant units and open spaces into pop-up galleries, performances and exhibits. Art, music, dance and museum collections were brought directly to visitors, offering a varied and accessible experience throughout the year.

To reach Londoners and tourists beyond the weekday crowd, we collaborated with brands with strong existing followings, hiring out space for weekend and evening events. This helped drive discovery and prompted return visits when the Market’s retail offer was fully open.Across 2021, Barley delivered 20 activations — from mood-enhancing ‘bird-song’ windows during lockdown, to a neon exhibition by God’s Own Junkyard, to the UK’s first dedicated “Dogstagram” photo station complete with themed props and influencer partnerships. Each activation was designed to spark curiosity, encourage sharing, and reinforce the Market’s position as a must-visit London destination.

Results

Our integrated approach delivered substantial growth in visibility, engagement and footfall. Media coverage was overwhelmingly positive, supported by strong social content that significantly expanded the Market’s online audience. The campaign helped transform public perception of Leadenhall Market, showcasing it as a lively cultural space rather than solely a retail destination.
This shift translated directly into real-world impact. Footfall increased sharply across 2021, demonstrating that creative programming and strategic communications can successfully re-energise historic sites and attract new audiences back into central London.

Get in touch

The brief

Insights and approach

Results

Switch-on the Christmas lights with the new Lord Mayor, indulge in festive weekend markets, enjoy guided walks and more

5.8m

900k

1.6m

1 in 5

1 in 4

328%

The brief

Insights and approach

Results

1.2m

11k+

17

2.8m

1080

5.3bn

89%

4m

6m

700k+

33

8k

4.5k

20

435

1.4bn

25%

32%

91%

73%