Following a competitive pitch, TMW Unlimited has been appointed by London & Partners, the Mayor of London’s official promotional agency, to develop a new campaign to promote domestic tourism to the capital.
The partnership will see TMW create a new visitor proposition for London, and an integrated and data-driven programme of activity that will inspire and excite people living in the UK to visit and spend time in London. The campaign, which will launch in October and initially last until the end of March 2020, is part of an industry-led push to boost domestic tourism and address a decline in domestic day visits to the capital.
The move is the first time London & Partners will deliver a marketing activation for domestic audiences and follows the launch of a new Domestic Toursim Consortium in March 2019, made up of partners including Greater London Authority, Transport for London, City of London Corporation, Heart of London Business Alliance, New West End Company and Visit Britain.
Leveraging London’s uniquely varied range of iconic destinations and things to do, this campaign is designed to deliver an economic boost for retailers, attractions, restaurants, transport providers and the wider tourism ecosystem, which supports 700,000 jobs in the capital.
The customer engagement agency within the Unlimited Group, TMW Unlimited, pitched against M&C Saatchi, Four Communications and MSQ Partners at the final stage of the process, which was run via the Crown Commercial Service framework.
Fiona Mulliner, Director, Commercial Ventures and Domestic Tourism at London & Partners: “The TMW team impressed us with their enthusiasm and passion for London, their strategic approach to the task, and their understanding of the broad range of partners we work with. Their data-driven approach to creative and media also convinced us they were the right people for the job.”
Chris Mellish, CEO, TMW Unlimited: “You don’t have to go far in TMW to find Londonphiles who are obsessed with this great city. We’re thrilled to be joining forces with London & Partners and working on a brief that will have such a positive impact for the tourism economy in London.”
This latest win follows TMW’s recent appointment by Pernod Ricard to run BTL globally for Absolut Vodka, and two big CRM wins for the Department for International Trade and Travelzoo.
Source: TMW Unlimited