Destination agency for London, London & Partners, in collaboration with media agency Wavemaker and creative agency M&C Saatchi, has launched a £10m campaign to promote city to international visitors.

The ‘Let’s Do London’ campaign, led with digital out of home (DOOH) 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 over the Christmas festive period. The data-driven travel and lifestyle promotion will run across addressable TV, digital display, social media, targeted OOH and paid partnership deals with Expedia and Tripadvisor.

In addition to Times Square, key DOOH 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. 

“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,” said Rose Wangen-Jones, Managing Director of Marketing at London & Partners. “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.”

The campaign broke yesterday and runs until the end of October.