Think London KTP

In January 2005 Think London and UCL’s Centre for Advanced Spatial Analysis (CASA) launched a Knowledge Transfer Partnership (KTP) to develop a Geographic Information System (GIS) for the promotion of foreign direct investment into London. This DTI scheme provides a grant to cover 60% of collaborative R&D costs, including the appointment of a KTP Associate to work full-time for two years developing the GIS.Think London set out two strategic objectives for the development of the GIS:

• To improve the way London is marketed to investors
• To improve the way information is delivered to overseas investors.

The GIS helps Think London and London market themselves in a more intelligent, in-depth, punchy and proactive manner, and helps the organisation to focus its resources more efficiently. It also is:

• Improving the presentation of data concerning London by the use of static and interactive maps which help sell London as the best business location in Europe and the World
• The GIS gives Think London’s project managers the power to produce custom maps tailored to their customers needs. In addition, the GIS serves as a tool to improve the decision making process on where to locate in London.

The ongoing project has already allowed Think London to benefit from:

• Geographic analysis of economic and social factors across London for strategic clients. The quantitative research delivered arguments for expansion of the company’s activities in London, as opposed to out-of-London alternatives
• Quantitative proof through geographic analysis that shows that Think London is fulfilling its mission to attract business to London and its different regions
• Improved marketing material through the provision of maps showcasing London’s vibrant ethnic and business communities.

Further development will allow Think London to publish a mapping interface on the internet that will attract and retain potential investors on Think London’s website.