How creative is London & Partners? Consider that the city’s promotional company has teamed up with several other groups to create the London Heart Trail in conjunction with the European Society of Cardiology’s annual congress that meets at ExCeL London next week.
Proving that London & Partners’ events have heart, the new interactive walk runs along the South Bank between the London Eye and Tower Bridge, featuring challenges that provide insights about heart health through using the London Heart Trail App. The trail allows participants to take in iconic sights along the South Bank and encourages locals and visitors to see the city on foot.
In addition to London & Partners, the trail was developed in association with the British Heart Foundation, King’s Health Partners and ExCeL London. It was produced by Wildgoose Events, an award-winning team-building events specialist.
“We are excited to be hosting the European Society of Cardiology congress this year and to be supporting their mission to reduce the burden of cardiovascular disease in Europe,” says James Rees, executive director of ExCeL London. “The heart trail will be a perfect way for London to show its support for this mission and help to drive a legacy of health awareness in London and the UK as a result.”
The European Society of Cardiology (ESC) congress will run Aug. 29-Sept. 2. It is expected to draw 35,000 cardiologists for one of the largest and most influential cardiovascular events in the world. The event is projected to generate more than $150 million in economic benefit for London. It takes place just over a year since the launch of the MedCity, an organization developed to promote the life sciences industry in London and the greater southeast of England.
“It’s an honor to welcome thousands of international cardiology experts to London,” said London Mayor Boris Johnson. “The focus of the medical world will once more be on our great city as a leader in science, education and medical innovation, making it the perfect opportunity to also get Londoners and visitors thinking about the simple steps they can take to look after their health.”
The trail will be open through Sept. 3. There are 12 hotspots, seven of which are hidden. Prime locations along the route including City Pier and the London Eye will also feature heart-shaped trees. The project definitely proves that London & Partners’ events have heart.