Destination agency for London, London & Partners, in collaboration with media agency Wavemaker and creative agency M&C Saatchi London, today launched a £10M campaign to promote the home of Big Ben and HRH Queen Elizabeth II to international visitors.
As part of its work to shine a global spotlight on the capital city, the new “Let’s Do London” campaign, led with impactful digital out of home creative from M&C Saatchi, will be unveiled in New York City’s Times Square and will coincide with Mayor Sadiq Khan’s visit to the city to kick-off the campaign.
The campaign aims to entice tourists back to the UK capital by showcasing London’s unique mix of iconic and surprising experiences across a range of themes, presenting London as an exciting, vibrant, and inclusive destination for global visitors.
The digital-first campaign will inspire tourists from Germany, France, and US to visit London during the summer and the Christmas festive period. The data-driven travel and lifestyle promotion will utilise addressable TV advertising, digital display, social media, targeted OOH and paid partnership deals with Expedia and Tripadvisor.
In addition to Times Square, key digital out of home locations include Hollywood Boulevard, Pacific Coast Highway in the US, Paris, Loire Valley, and Marseille in France, as well as Berlin, Hamburg, and Munich in Germany.
Rose Wangen-Jones, Managing Director of Marketing at London & Partners said, “With travel restrictions lifting, there has never been a greater opportunity to launch London’s biggest ever international tourism campaign to encourage travellers from across the world to rediscover everything our city has to offer. London is ready to welcome back international visitors and this campaign will shine a spotlight on the diverse range of cultural attractions, theatres, restaurants, museums and iconic landmarks that tourists can enjoy.”
Our digital expertise and ethos of Positive Provocation has helped us deliver an impactful and data-first campaign to drive maximum results for London & Partners.”
ZINIA BHATTACHARYA, SENIOR CLIENT PARTNER, Wavemaker
Zinia continued: “We’re proud to help bring London back to life and hope it will give a much-needed boost to businesses across the city.”
Jessica Wardle, Managing Partner, M&C Saatchi London said, “We wanted this campaign to reflect London in all its diversity, to ensure it would resonate with travellers from around the globe. Some of the people we’re looking to engage with have greater knowledge of London than others, so we’ve developed a campaign that strikes the right balance between representing iconic London for the less familiar, and some of its more surprising aspects for the more familiar.”
“When it comes to advertising, emotion helps drives action. With that in mind, “Let’s Do London” uses every execution as an opportunity to connect emotionally with our audience. We hope that the inspirational content we’ve created is worthy of them clicking “book” and hopping on a plane to the UK’s capital.”
The campaign starts today and runs until the end of October 2022.