MINI CASE 4.2

Many surveys are conducted each year and reported upon. The items deemed to be of most interest to the readers are picked out for mention. An NOP survey of 2006, commissioned by the Department for Culture, Media and Sport was reported by the BBC as ‘The London Eye is the icon of modern England, according to a new survey' reporting that almost 60 per cent of people picked it as the icon which most represents England. A community website, ‘London se1' points out that the Millenium Bridge was picked by about 25 per cent of people and stresses that the South East of England is particularly well represented in the results, a point not made by the BBC. However, the ‘London se1' site does not report that 15 to 24-year-olds chose Shakespeare, Robin Hood and roast beef. The survey was commissioned to help launch the ICON website for the 21st century. You would expect such an award to be picked up by the marketing department of the London Eye, but their press pack for 2007 does not list it specifically; however, it does say that the Eye has won over 65 awards since 2000.