London & Partners, London’s business growth and destination agency, joined forces with our in-house creative agency to launch “Let’s Do London,” a campaign that showcases the iconic and unique experiences London offers international travelers. This is the largest tourism campaign that the city has ever seen, as part of the Mayor of London’s £10m recovery fund. “Let’s Do London” is commissioned by the London Tourism Recovery Board, delivered by London & Partners and supported by the Mayor of London and key tourism stakeholders.
As part of the campaign, London is the first city to be showcased in the new “Dawn Till Dusk” video series, which digs into the creative culture of cities across the world.
London looks to drive visitors from overseas
Now that travel restrictions have been lifted in the UK, London & Partners is looking to recapture international tourism demand by inspiring travelers to experience everything from the world-famous sights to pop-up delights in London.
Our team kicked off this campaign, “Let’s Do London,” this Spring with three Travel Spotlights targeting travel shoppers in U.S., French, and German markets. Focusing on the unique history, culture, and dining of the city, the landing pages include information about iconic sites, art museums, and the best places to find traditional cuisine, like eels in jelly. To seal the deal, travelers can also book a flight and hotel right on the spot.
To drive traffic to the Travel Spotlights, our team is utilizing display advertising both on and offsite.
“Dawn Till Dusk” video series debuts, showcasing London first
In late June, Expedia Group launched the “Dawn Till Dusk” video series, featuring London as the first city. The new series is a brand concept, which is part of the new brand partnership model from our in-house creative agency. The episode follows the Selby brothers—chefs of the Michelin-starred Evelyn’s Table—as they source ingredients across London.
In the video, the brothers visit suppliers to find the freshest ingredients, draw inspiration from popular restaurants across town, and show their hidden gem of a restaurant, which is located underneath an iconic 18th-century pub. All the while, they explain their love for the food scene in London, where the diversity and clash of cultures is constantly pushing them to break the rules and experiment.
In addition to the video, the U.S. microsite includes inspiration for the best places to eat, see, and explore through the “Discover More” menu. The site connects the inspiration to visit London with action by showing featured hotels travelers can book on the spot and allowing the option to search for other stays.
Continuing to inspire with “Dawn Till Dusk”
In the coming months, we will be working on three additional videos in the “Dawn Till Dusk” series featuring London. The episodes, which will be released in the fall, will continue to showcase the iconic and unique experiences that London has to offer.
This is the first installment of the “Dawn Till Dusk” series, which will continue to dig into the buzzing creative cultures of some of the world’s most fascinating cities. Each episode will reveal unexpected facets of urban creativity that make each city unique.
To learn more about the London & Partners campaign, make sure to check out the campaign’s Travel Spotlight and microsite. To learn more about how your brand can leverage our in-house creative agency, check out our Travel Spotlights page.