London & Partners, the organisation which runs the city’s tourism strategy, has launched a £10m campaign to promote the capital to international markets in an effort to bring back overseas visitors following nearly two years of Covid restrictions.
Launched in partnership with Wavemaker and M&C Saatchi London, the campaign reprises the strapline “Let’s Do London” with digital out of home creative, will be unveiled in New York City’s Times Square and will coincide with Mayor Sadiq Khan’s visit to the US.
The activity showcases London’s mix of experiences across a range of themes, presenting London as an exciting, vibrant, and inclusive destination for global visitors.
The digital-first campaign launches this week and will run until October. It is designed to inspire tourists from Germany, France, and the US to visit London during the summer and the Christmas festive period.
The data-driven travel and lifestyle promotion will employ 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.
London & Partners managing director of marketing Rose Wangen-Jones 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.”
Last year London & Partners spent £7m national marketing campaign to boost the capital’s economy and encourage visitors back.
With creative developed by TMW Unlimited, the activity encouraged 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.
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