London & Partners, the business growth and destination agency for London, has launched a new £7m national marketing campaign to boost London’s economy and encourage visitors back into the capital. It is the biggest domestic tourism campaign in London’s history and will reinvigorate central London with a curated programme of seasonal events and cultural activities designed to suit a range of age groups.
With the creative developed by TMW UNLIMITED, the Let’s Do London campaign encourages people from across the UK to visit the capital for day trips and city breaks as the gradual easing of the lockdown allows the reopening of cultural, hospitality and entertainment venues. TMW UNLIMITED is the marketing division of UNLIMITED – a global network comprising of four divisions.
The multimillion-pound campaign will bring together the capital’s world-leading hospitality, culture, nightlife and retail venues to promote all London has to offer and encourage Londoners and UK visitors to rediscover their capital city. The initiative also aims to inspire people to reconnect through shared experiences, whilst showing London – with its unique variety of iconic landmarks, entertainment, restaurants and shops – to be the perfect setting to form those reconnections.
Running across TV, radio, OOH, digital advertising, and social media, the flagship campaign has been designed to deliver an economic boost for retailers, attractions, restaurants, transport providers and the wider tourism ecosystem, to help London’s economy get back on its feet following the impact of Covid-19.
Early results from audience analysis show that those people who recall the Let’s Do London campaign are almost 3 times as likely to have visited London than those who did not see the campaign. Similarly, confidence (+13%) and intent (+17%) to visit London was higher amongst those who had seen the Let’s Do London campaign, compared to those who had not.
Rose Wangen-Jones, Managing Director, Marketing & Destination at London & Partners which runs Visit London commented: “Let’s Do London is the biggest domestic tourism campaign London has ever seen and showcases the wonderful and exciting experiences our capital city has to offer Brits as restrictions continue to lift. It comes at a crucial time for the tourism economy in London and we’re delighted to join forces with the industry to launch this campaign. We look forward to welcoming visitors from all across the UK to explore and rediscover everything they love about our great city.”
Chris Mellish, CEO, TMW UNLIMITED commented “We’re extremely proud to have developed a campaign centred on such a fundamental understanding of human behaviour: the need for us all to connect through shared experiences. It will give a huge boost to people and businesses all across London and the fact that it can launch despite such a late change in the easing of restrictions is testament to the dedication and foresight of the team.”
At each stage of the planning, creative and production process, considerations were made to ensure that the campaign would be appropriate regardless of whether there were delays to the planned easing of restrictions.
Source: TMW Unlimited