New push for London’s tourism recovery by Wavemaker, M&C Saatchi and London & Partners targets UK travellers

The latest phase of London’s recovery as a prime tourist destination focuses on bringing the UK’s ‘out of towners’ to the capital.

The latest push to entice visitors to London was unveiled this week as London & Partners, in collaboration with Wavemaker and M&C Saatchi London, looks to bring domestic travellers back to the capital over the summer.

The £2m campaign will run over the summer months and is the latest string in the multi-million pound “Let’s Do London” platform. It follows on from an international push announced in May 2022.

Wavemaker, M&C Saatchi London and the capital’s business growth and destination agency London & Partners have designed a data-driven, multi-channel campaign to run across TV, social media, radio and video on demand (VOD), linking visitors to contextual moments including the UK’s school summer holiday periods. 

The campaign is engaging with UK travellers based outside of London and the Home Counties, to drive visitors to the capital and increase spend and footfall across leisure, retail, cultural and service attractions. Its creatives show a mix of “iconic and surprising” experiences that London has to offer with moving and static images in a three panel format. 

Jessica Wardle, Managing Partner, M&C Saatchi, said: “Building on the success of last year’s campaign, and our recent international activity, this latest iteration of ‘Let’s Do London’ aims to get more people in the UK to think of London as a destination for their next trip.

“Our creative approach is all about presenting London as the exciting, vibrant and inclusive destination we know it to be, with a plethora of unique attractions on offer. From Madame Tussauds to Tate Modern, we’re celebrating the capital’s unrivalled mix of experiences, to create meaningful change that will ultimately boost London’s economic recovery.”

Keeping an eye on the cost of living crisis

Activities for all budgets – including those that are free – are featured as part of the campaign mix, as UK consumers grapple with the cost of living crisis hitting their purses. COVID-19 concerns are also addressed in the midst of the threat of a new wave of the pandemic, with the campaign featuring outdoor experiences and COVID secure attractions.

Wavemaker has identified the regional audiences most likely to visit the UK capital using insights including demographics, income and location distance from London, to ensure that the campaign reaches UK-based holidaymakers.

Katie Lee, Chief Operating Officer, Wavemaker UK, said: “Whether you're interested in the shopping, the nightlife, the history, or the people, London offers something for everyone on any budget. It’s lively, dynamic and diverse and the ‘Let’s do London’ campaign wholeheartedly reflects and celebrates that.

“It’s fair to say it’s been a difficult few years but this summer there’s a feeling in the air… London is getting its mojo back. As our capital comes alive, we can’t wait to invite UK travellers to go and experience – or rediscover – this fantastic city and everything it offers for themselves.”

“Let’s Do London” is commissioned by the London Tourist Recovery Board, supported by the Mayor of London and tourism stakeholders.

Rose Wangen-Jones, Managing Director for Marketing & Destination, London & Partners, added: “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.”