LET’S DO LONDON
L&P wanted to encourage more visits to London by people living in the South East. Research showed that audiences were concerned about how expensive, busy, and dangerous London is. We had to change that perception and help them fall in love with the city again.
We launched ‘Let’s Do London’, a user-generated campaign that showed the multitude of things to do in the city – all through the eyes of the people getting the most out of it. Unlike most tourism campaigns, ours was a more authentic representation of the city, pulled directly from visitor social feeds to show the London experiences in a new light.
Audiences were targeted with digital assets matched to their passion points, with carousels and videos that illustrated their perfect day (or night) out. This was supported by an award-winning OOH campaign that dramatised the endless list of things to do in the capital.
Year 1 results
Paid media engagement: 4 million (2 million over original target)
Total engagements: 7.2 million (5.2 million over original target)
Search conversion: +22% YOY
Total reach: 134 million
Then, in the summer of 2021, our Let’s Do London platform became the lead creative in what was, as the mayor himself put it, the largest domestic tourism campaign the city has ever seen.
Year 2 Results
50% increase in visitors to the city
94% increase in footfall since May
An impact of £70 million on the tourism sector