London & Partners, the business growth and destination agency for London, has today unveiled a £2m multichannel ‘Lets Do London’ campaign, which aims to fast-track London’s recovery by attracting additional UK visitor spend to the capital. The push was developed in partnership with M&C Saatchi London, with media planning and buying by Wavemaker. It will run across TV, Video On Demand (VOD), social and radio.
The campaign seeks to engage with UK travellers outside of London and the Home Counties, aiming to supercharge London’s recovery post-pandemic by driving visitors to the capital, encouraging an increase in spend and footfall across leisure, retail, service, and cultural sectors.
It showcases the city’s unique mix of iconic and surprising experiences across a range of themes. Reflecting the ongoing cost-of-living crisis, it features activities for every budget, including many which are free or low-cost. It also highlights COVID-secure and outdoor experiences in recognition of continuing concerns around the pandemic amongst some consumers. Using insights including demographics, distance to London, and income, Wavemaker has identified the regional audiences most likely to visit London.
In collaboration with London & Partners, Wavemaker designed a strategy that links to contextual moments, including the school holidays, to showcase London as the best choice for domestic travellers during peak summer periods.
“London remains a top destination for domestic visitors this year,” said Rose Wangen-Jones, Managing Director for Marketing & Destination at London & Partners. “As people plan their next holiday, we know that our audiences are looking for new, surprising and novel experiences. London’s visitor offer is constantly evolving and this campaign will spotlight the diverse range of experiences available in our city. With a range of new theatre shows, hotel offerings, cultural attractions, restaurants and bars, there has never been a better time for Brits to visit London.”