Request ID: FOI-2088-2324 Date published: 10 October 2023
You asked
I wish to know:
- Did TfL receive money from Burberry for this promotion?
- If so how much money?
- What will this money be used for?
- Did TfL receive any benefit in kind from Burberry for this promotion?
- If yes what was the BiK and who received it?
- Why did this Tweet/X not indicate it was either an advert or sponsored content?
- How many meetings were held to decide to partner with Burberry?
- The full list of attendees of the meetings, including full names and titles of each
attendee, as well as whom each attendee represents.
- A copy of the agenda of each of the meetings
- Any materials which were circulated, handed out or received, including but not
limited to presentation slides, brochures, reports or leaflets at the meetings, minutes which were taken during the meetings, and any accompanying briefing
notes or papers
- Any video or audio recordings of the meetings
- Any further electronic communications involving the decision including but not
limited to emails, text, WhatsApp messages etc
We answered
Our Ref: FOI-2088-2324
Thank you for your request received on 15 September 2023 asking for information about the renaming of Bond Street Station to ‘Burberry Street’.
Your request has been considered in accordance with the requirements of the Freedom of Information (FOI) Act and our information access policy. I can confirm that we hold some of the information you require. You asked:
• Did TfL receive money from Burberry for this promotion? • If so how much money?
TfL received £200k net of costs from Burberry for this activation. In addition to this, Burberry covered all printing and production costs. Full details of this agreement can be found at the following link: https://content.tfl.gov.uk/burberry-station-contract-acc.pdf.
• What will this money be used for?
This money is reinvested into transport services.
• Did TfL receive any benefit in kind from Burberry for this promotion? • If yes what was the BiK and who received it?
TfL did not receive any benefit in kind for Burberry for this promotion.
• Why did this Tweet/X not indicate it was either an advert or sponsored content?
The tweet promoted the partnership rather than Burberry product and is not categorised as advertising or sponsored content.
• How many meetings were held to decide to partner with Burberry?
There were four meetings held with Burberry to agree the activation and the commercial terms, one station survey to confirm the rights package and second to finalise it.
• The full list of attendees of the meetings, including full names and titles of each attendee, as well as whom each attendee represents.
From TfL: • Adam Clarke – Commercial Partnerships Manager • Adam Campbell – Commercial Partnerships Manager • Ellen – Brand Licensing Manager • Chris Chance – Operations and Delivery Manager
From Burberry: • Global Media Director • Senior Global Media Manger • Marketing Manager • Senior Manager, Creative Content Campaigns and Partnerships • Director of Marketing and Comms • Chief Marketing Officer • Global Media Manager • Campaigns Creative
In accordance with our obligations under Data Protection legislation we have not provided the names of Burberry staff, as required by section 40(2) of the FOI Act. This is because disclosure of this personal data would be a breach of the legislation, specifically the first principle of Article 5 of the UK General Data Protection Regulation which requires all processing of personal data to be fair and lawful. It would not be fair to disclose this personal information when the individuals have no expectation it would be disclosed and TfL has not satisfied one of the conditions which would make the processing ‘fair’.
This exemption to the right of access to information is an absolute exemption and not subject to an assessment of whether the public interest favours use of the exemption. • A copy of the agenda of each of the meetings • Any materials which were circulated, handed out or received, including but not limited to presentation slides, brochures, reports or leaflets at the meetings, minutes which were taken during the meetings, and any accompanying briefing notes or papers
There were no agendas for these meetings – the meeting materials were the sales proposals (1) the initial proposal – London Fashion week and (2) the temporary rename proposal (as attached).
• Any video or audio recordings of the meetings
There are no video or audio recordings of the meetings
• Any further electronic communications involving the decision including but not limited to emails, text, WhatsApp messages etc
In accordance with the FOI Act, we are not obliged to supply the requested information as it is subject to statutory exemption to the right of access to information under section 43(2) – prejudice to commercial interests.
In this instance the section 43(2) exemption has been applied to the requested correspondence as disclosure would be likely to prejudice our commercial interests. Disclosure of information relating to the decision and the details around the specific negotiation between TfL and Burberry could affect our ability to get the maximum value for TfL from future commercial partnerships. The use of this exemption is subject to an assessment of the public interest in relation to the disclosure of the information concerned. We recognise the need for openness and transparency by public authorities, but in this instance the public interest in ensuring that we can benefit the public purse by achieving the best value from our advertising estate outweighs the general public interest in increasing transparency of our processes.
We do not hold additional text or WhatsApp messages.
If this is not the information you are looking for, or if you are unable to access it for any reason, please do not hesitate to contact me.
Please see the attached information sheet for details of your right to appeal.
Yours sincerely
Gemma Jacob Senior FOI Case Officer FOI Case Management Team General Counsel Transport for London
