NEWS31 January 2012

AEG picks Nepa for O2 arena research

New business UK

UK— Entertainment group AEG Europe has commissioned Nepa UK to conduct research among customers and visitors of London’s The O2 arena.

Surveys will be carried out among customers attending ticketed music and entertainment events and those visiting the venue’s bars, restaurants and clubs.

Nepa will also carry out research among potential new customers of The O2, as well as examining the broader competitive landscape.

The O2’s head of marketing Suzi Kent said: “Our aim is that research will help to inform future activity in important strategic areas of our business. We would like to increase our customer retention and acquisition, develop and grow the facilities and identify possible areas that will help grow the business.”

AEG says The O2 has been visited by over 30 million people since it opened in June 2007. The venue was previously known as the Millennium Dome.

Nepa’s other clients include H&M, Spotify, Discovery Channel, Unilever and Star Asia.