London & Partners, the business growth and destination agency for London, has appointed M&C Saatchi London as its lead global creative agency following a competitive pitch.
M&C Saatchi will work with London & Partners, which runs Visit London, to develop and execute a global creative strategy to spearhead London’s recovery as a destination in the wake of the Covid-19 pandemic. With an initial focus on tourists from the US, France and Germany, the core target audience for the activity has the confidence and means to travel now, and is motivated by new, unique, diverse and memorable experiences.
Tapping into pent-up demand, the new strategy will not just aim to put London at the top of traveller consideration lists, but also to attract additional international visitor spend in London. The campaign aims to boost visitor numbers back to 2019 levels, protecting tourism and hospitality jobs in London and supporting the wider recovery of UK tourism.
The new creative strategy will build on the successful ‘Let’s Do London’ platform launched domestically in 2021, evolving the campaign to reach and influence new international audiences.
The first activity to launch as part of the partnership will be a £7m dedicated international marketing campaign to drive international tourists to London, to go live in May 2022.
Rose Wangen-Jones, managing director, marketing & destination, London & Partners, said: “London is a world class visitor destination and with travel restrictions lifting, there has never been a more important time to showcase the very best of London's offer to the rest of the world. M&C Saatchi's experience in executing global campaigns makes it a strong strategic partner for our brief to inspire travellers to choose London as the must-see visitor destination this year. We’re very much looking forward to partnering with them to develop a creative platform with the potential to boost visitors to London to pre-pandemic levels."
Jessica Wardle, managing partner, M&C Saatchi, said: “With a track record of over twenty years of working with some of the world’s leading city and nation brands, M&C Saatchi has arguably more expertise in creating and delivering destination marketing campaigns around the world than any other agency.
“Our work with the UK Department of International Trade and the Great Britain and Northern Ireland campaign (GREAT) means we know how to address the needs of different delivery partners and stakeholders involved in promoting the UK internationally.
“We have a passionate belief in what London is able to offer to the world, and we can’t wait to distil the essence of the city and tell its story afresh.”