ABOUT

As lockdown restrictions began to ease heading into summer 2021, London was in desperate need of a kickstart. The pandemic had cleared museums, galleries, theatres, restaurants and shops, and forced people into new behaviours – specifically around staying local. The result was £11 billion in lost revenue.

So how could we persuade people from all around the UK to hit the capital again, ready to spend?

We already had a brilliant creative platform – Let’s Do London – which testing indicated still resonated strongly with people. So, with this as a staring point, we created a whole new campaign inspiring and encouraging people to reconnect in a city brimming with opportunities to do just that.

National TVC and radio seamlessly knitted together stories of different people’s days out in London, while DOOH showcased a neat headline style – with present continuous verbs creating the sense that there was so much going on in London at that very moment.

The result was a vibrant campaign that reminded people just what they’d been missing – and simultaneously invited them to come and experience everything London has to offer with friends and family. All created and delivered, under lockdown conditions, in six weeks, with the aim of being ready just after the London Mayoral election.

And the campaign exceeded all expectations, with Mayor’s office ascribing £70m additional spend and 300,000 incremental visitors to the activity.