London calling! Wavemaker, M&C Saatchi and London & Partners call tourists back to the UK capital

A £10m digital-first campaign launched this week aims to attract tourists to London with creatives placed in major European and US cities with data-driven travel and lifestyle promotion.

London’s “biggest ever international tourism campaign” was launched this week by a team of London & Partners, Wavemaker and M&C Saatchi, to entice tourists back to the UK capital.

The ‘Let’s Do London’ campaign will be unveiled in New York’s Times Square with digital out of home (DOOH) creative from M&C Saatchi, timed to coincide with Mayor of London Sadiq Khan’s visit to the city.

At a cost of £10m, ‘Let’s Do London’ aims to shine a global spotlight on London itself and its vast roll call of tourist attractions, and its appeal as a diverse and vibrant destination for visitors from around the globe. 

The DOOH creative will also be displayed in Hollywood Boulevard and Pacific Coast Highway in the US; Paris, Loire Valley and Marseille in France; and Berlin, Hamburg and Munich in Germany.

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

Data-driven, digital first to bring global tourists to London

The campaign – primed to be digital-first – is set to encourage tourists from Germany, France and the US to visit London over the summer and during the Christmas period. 

Alongside the DOOH creative, the data-driven strategy will use TV ads, digital display, social media and paid partnership deals with Expedia and Tripadvisor. The campaign will run until October this year.

Zinia Bhattacharya, Senior Client Partner at Wavemaker said: “Our digital expertise and ethos of positive provocation has helped us deliver an impactful and data-first campaign to drive maximum results for London & Partners. We’re proud to help bring London back to life and hope it will give a much-needed boost to businesses across the city.”

Jessica Wardle, Managing Partner, M&C Saatchi London added: “‘Let’s Do London’ uses every execution as an opportunity to connect emotionally with our audience. We hope that the inspirational content we’ve created is worthy of them clicking “book” and hopping on a plane to the UK’s capital.”