London, a love story: Mayor of London’s new campaign to reconnect Brits with their city

‘Love London’ is the latest campaign from the Mayor’s Let’s Do London tourism initiative aiming to reignite the capital after the impact of COVID-19 on retail, culture and leisure.

The Mayor of London and Greater London Authority have launched the ‘Love London’ campaign to encourage Londoners to reconnect and spend time in the city following the impact of COVID-19 on London's retail, cultural, hospitality and leisure industries.  

The multi-channel campaign is the latest in the Mayor’s Let’s Do London initiative. ‘Love London’ was conceived by in-culture communications agency Weber Shandwick. 

Love letters to London will come to life across cinema, video on demand, radio, the capital’s Tube network, out-of-home, social, print and partnerships until 31 October. 

Next week, Londoners’s Facebook and Instagram feeds and stories will encourage them to discover activities available on their doorstep.

A takeover of Piccadilly Lights this week kickstarted the campaign to promote some of the best parts of life in the capital. 

The campaign’s main film is an ode to the capital, portraying a single day in London from many different perspectives. 

“Reminding Londoners why they fell in love with the city”

Last year, the Mayor’s Let’s Do London initiative – the biggest domestic tourism project the capital had ever seen – brought in an additional £81m in spending and 330,000 overnight visitors to the capital.  

Earlier this year, the Mayor extended this initiative with £7m to encourage international tourists back to London, £2m to attract overnight UK visitors and £1m for reaching out to Londoners.  

“Like all great love stories, the love of London is complicated,” said Helen Bennett, CEO, Weber Shandwick.  

“The events of the past few years have transformed Londoners’ relationship with their city. From those who are just embarking on the early stages of their relationship to reminding long-term Londoners why they fell in love with the city in the first place, we were delighted to be part of this important campaign to encourage Londoners to make the most of what is on their doorsteps and ultimately show that it’s impossible to just have a fling with London – it’s an enduring love affair.”  

London’s locations to love

Time Out is launching a photography competition as part of the campaign to encourage Londoners to share what they love about London, with the winners getting one of five unique experiences in the city and their photo featured on Piccadilly Lights. 

New film, art and nature trails have also been created to help Londoners discover more about their city. In collaboration with Film London, ‘London film locations to love’ highlights 10 famous scenes that can be relived, such as Four Weddings and a Funeral, Paddington, and Rocks. 

‘A Summer Art Trail’, in partnership with TfL, Somerset House, Heart of London and North Bank BIDs, exhibits the best contemporary public art and culture, such as Art on the Underground, Zarah Hussain’s Pop Geometry at St James’s Market and This Bright Land at Somerset House. Four nature trails provide walking routes to connect natural spaces in the city’s most built up areas. 

Richard Copping, Creative Director, Weber Shandwick commented: “There’s a lot of responsibility in creating a campaign for London, this city means a lot of different things to a lot of different people. We knew deep down, Londoners have an immense love of their city, which is something we wanted to celebrate. 

“Our creative approach of a ‘Love Letter’ to London felt like the right idea to make Londoners feel special about their home. It also allowed us to capture some of the many moments, sights and sounds that make this place the greatest city in the world.”