The agency has been briefed to create a new visitor proposition for London, and an integrated and data-driven programme of activity that will encourage people living in the UK to visit and spend time in London.
The campaign, which will launch this month and initially run 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.
It is designed to deliver an economic boost for retailers, attractions, restaurants, transport providers and the wider tourism ecosystem, which supports 700,000.
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.
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.
London & Partners director of commercial ventures and domestic tourism Fiona Mulliner said: “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.”
TMW Unlimited chief executive Chris Mellish added: “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.”
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