London & Partners. Let's Do London
L&P wanted to encourage more visits to London by people living in the South East. Research showed that audiences were concerned about how expensive, busy, and dangerous London is. We had to change that perception and help them fall in love with the city again.
We launched ‘Let’s Do London’, a user-generated campaign that showed the multitude of things to do in the city - all through the eyes of the people getting the most out of it. Unlike most tourism campaigns, ours was a more authentic representation of the city, pulled directly from visitor social feeds to show the London experiences in a new light.
Audiences were targeted with digital assets matched to their passion points, with carousels and videos that illustrated their perfect day (or night) out. This was supported by an extensive OOH poster campaign that dramatized the endless list of things to do in the capital.
Year 1 Results:
Over-achieved against paid media targets, with high reach and engagement across owned and earned channels:
Engagement +609% above target for young adult audience
Engagement +446% above target for UK family audience
Total engagements 7.2m (Target of 2m)
Total Reach 134m (of which 92m was owned or earned)
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