Midnight on New Year’s Eve 2013 will mark the tenth consecutive year that the London-based office of global brand experience agency Jack Morton Worldwide has produced the Mayor of London’s New Year’s Eve fireworks display.

Over the last decade the creative team at Jack Morton has worked closely with the Mayor’s Office to successfully deliver the highly-acclaimed event, which has become one of the most eagerly anticipated New Year celebrations in the world.

It is estimated that more than 200,000 people will line the banks of the Thames to watch the display, focused around the EDF Energy London Eye. The event is a key highlight in the capital’s programme of cultural celebrations, throwing an international spotlight on the city. Not only is it watched live by millions of people on BBC One, it will be reported by the world’s media.

This year, a new partnership between Vodafone and the Mayor of London’s office and will bring a new level of sensory experience.  Through Vodafone’s plans to augment the show, those attending will for the first time be able to taste and smell, as well as see the display.  The deal is an exciting development in the evolution of this globally recognised event.

“This year marks our tenth anniversary of working with the Mayor of London’s team to showcase London to the world on New Year’s Eve.  It is a great honor to create a show which year on year sets the bar in innovation and creativity.  We are delighted that this year, with the newly joined partnership with Vodafone, will take the audience experience to new sensory level,” said Jim Donald, Project Director, Jack Morton Worldwide.

Kevin Austin, Assistant Director of the Mayor’s External Relations unit at City Hall, commented: “We are working with a great team to deliver another thrilling event to help kick off 2014. The Mayor’s fireworks display has over the past decade become a global calling card for London, which will be heightened by the new partnership with Vodafone.”

The Mayor of London’s New Year’s Eve fireworks display is always enormously popular.  Each year it attracts a capacity crowd, who have a long wait in the designated viewing areas along the Thames. There is limited space with the viewing areas and access to each zone will be closed as soon as it is full. Due to the crowds and waiting time people with young children may wish to consider celebrating the New Year closer to home.

Jack Morton Worldwide works in conjunction with multiple agencies across the capital to ensure the event is planned and delivered in a safe way. These include:  Greater London Authority, Metropolitan Police, Westminster City and Lambeth Borough Councils, Transport for London, The Port of London Authority and London Ambulance Service, London Fire Brigade and many more.