Pictured: Chris Kent, Seal's digital director, in celebratory mood after winning a three-way pitch to carry out a review of digital communications for The West End Partnership

The highly influential business and entertainment partnership that represents London's West End has chosen integrated agency Seal to carry out a major review of its digital communications.

Following a three-way pitch, Seal has been tasked with a digital audit, revamping and creating a mobile version of the westendlondon.com website, and an in-depth evaluation of its social media programme.

The West End Partnership brings together a range of businesses and organisations with a shared interest in the continued success of 'the world's top cultural, entertainment, shopping and dining destination'.

It includes a global mix of more than 2,500 restaurants and bars, 2,000 shops, 40 renowned theatres, 30 museums and galleries, 17 Michelin-starred restaurants and seven tranquil green spaces.

Seal's Digital Director Chris Kent said: "The westendlondon website is the digital shop window for this iconic destination. Thousands of visitors log on each month to check out the attractions. But the site should be working much harder.

"We'll use our expertise to take a forensic look at how it currently operates, increase its usability to drive up visitor numbers and ensure the website reflects and optimises the exciting marketing campaigns planned for 2012 and beyond.

"One activity will be a mobile version of the website. Mobile communications as a channel is growing exponentially and increasingly people are searching for information 'on the move'.

"This will help us achieve the Partnership's objective of reaching even more international travellers, UK short-break visitors and, of course, Londoners." 

Seal Chief Executive Katie Morris said: "This is a thrilling win. The West End is one of the most famous destinations on the planet. As a PR, marketing and digital agency it adds to our burgeoning destination portfolio, which includes the Heart of London Business Alliance, Marketing Birmingham and Destination Staffordshire."

Philip Sawyer, from the West End Partnership, said: "We chose Seal because they were able to demonstrate a thorough understanding of destination marketing and how effective digital communications can achieve real cut-through and help us fully engage with our target audiences."