London calling: 'Biggest ever' domestic push for capital

London is attempting to exploit Covid-enforced overseas travel bans with what is claimed to be the biggest domestic tourism campaign in the capital’s history, promoting a major programme of seasonal events and cultural activities designed to suit every age group.

While Brits battle it out for dates at holiday cottages from Cornwall to the Norfolk Broads, London & Partners, the business growth and destination agency for the capital which also runs Visit London, is launching a £7m national marketing campaign to boost the capital’s economy and encourage visitors back.

With 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.

The activity will bring together the capital’s world-leading hospitality, culture, nightlife and retail venues to promote all London has to offer and encourage Londoners as well as UK visitors to rediscover their capital city.

The initiative also aims to inspire people to reconnect through shared experiences, while showing London – with its 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 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 three 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 among those who had seen the Let’s Do London campaign, compared to those who had not.

London & Partners managing director of marketing and destinations Rose Wangen-Jones said: “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.”

TMW chief executive Chris Mellish added: “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.”