The VIP day is run by the New West End Company and aims to kick-start Christmas trading while rewarding shoppers visiting the West End of London with special events and promotions.
As part of its sponsorship of the VIP day, American Express is running a loyalty promotion across the consumer cards and rewards schemes it operates, giving cardholders double reward points at many West End retailers during the VIP day.
American Express’s sponsorship package will be supported by outdoor advertising on the London Underground and direct marketing to drive footfall to the West End on 5 December when Oxford Street and Regent Street will be pedestrianised.
The Shop West End VIP Day is supported by retailers including House of Fraser, Jaeger and The Arcadia Group.
Last year’s event generated £150m.