Visit London invites US visitors to “Do London like a Local”
09-21-2007
A new campaign launched today by Visit London will inspire North Americans to visit London by showcasing the city from a Londoner’s perspective. Britain’s capital will be brought to life by the people who know best – the locals, with insights into places to visit, ideas for great days out and money saving tips.
North America is London’s number one market - American tourists flock to the capital every year to take in the iconic landscape, visit historic places and enjoy the many attractions on offer in the city; however, extensive research has revealed they also want to experience London as the locals do.
Martine Ainsworth-Wells, Marketing Director, Visit London commented, “Travelers come to experience our popular, vibrant and cultural destination for the traditional and modern aspects. This campaign will give visitors locally inspired information to help them get a truly authentic London experience.”
“Do London like a Local” uses local characters to explore different themes for trips to London and they will feature in radio and online advertising as well as print advertorials.
The characters include the Latimer family who enjoy family activities such as the Hampton Court Palace Maze, Leon Lee who loves the cultural side of London and Lucy who knows all about the city’s shopping hot spots. Full profiles of the characters along with their tips and knowledge about the city can be found on a brand new website (www.visitlondon.com/golocal ) along with sweepstakes and forthcoming events.
Visit London is also bringing the characters to the US through outdoor installations in NYC and Boston. Large individual pieces of artwork based on the advertising creative will be installed in two large public buildings; 777 3rd Avenue in New York and The Prudential Center in Boston. The artwork will be installed from the end of the September and will be available to view for one month.
A season of US sport in London is providing Visit London with another opportunity to reach out to the US audience. Throughout the fall, teams from the NHL, NBA and NFL will be playing matches in London and for fans watching in the US a little piece of Do London like Local will be brought to their door.
A series of events in North America are planned including bar takeovers featuring themed coasters in 230 bars and backlit boards in 55 bars across Miami, NYC, Boston, LA and Anaheim.
In Boston, Visit London is collaborating with the Boston Celtics to arrange an exclusive invitation-only party. Fans can win tickets through local competitions run by the club and will watch the London game against the Minnesota Timberwolves in VIP style.
The culmination of the US sports season in London is the much anticipated NFL game between the Miami Dolphins and the New York Giants at Wembley on October 28. London is making itself a home away from home for Giants fans and will be hosting some great stunts to stir up the excitement. For fans unable to travel to watch the game live, Visit London is working with the Miami Dolphins to bring a little bit of London to the Dolphins stadium. In a first for the club, the stadium will open its doors to fans to watch the game live, get VIP access to usually private areas such as the changing rooms and executive suites while being treated to a London-style festival atmosphere with London taxi rides and food and drink available.
Ainsworth-Wells continued, “The US sports in London are proving to be a huge success with an estimated 20,000 fans travelling to London for the games. The NHL, NBA and NFL are creating a spotlight on London and we are using this as an opportunity to reach out to potential visitors from US in an innovative and exciting way.”
An exclusive media event on Thursday September 20th will celebrate the official launch of Do London like a Local where the characters will be revealed. The first phase of the campaign will run until the end of October and is supported by British Airways and Radisson Edwardian.
Woody Harford, Senior Vice President Commercial North America for British Airways said, “We are proud to be working with Visit London and are excited about the "Do London like a Local" campaign. There is no better way for travellers to visit London than on the airline that knows it best, British Airways. To celebrate this campaign, we have just announced some great fares to London so this is a perfect opportunity to do London like a local!”
Linda Plant, Director of Marketing, Radisson Edwardian commented, “Visit London provides great advice and tips for visitors coming to the capital and for US travellers, Radisson Edwardian provides excellent accommodation options. Not only can visitors find great value prices for luxurious accommodation, but there are also numerous hotels in prime locations across the city.”
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