The mayor of London and the Greater London Authority have this week launched a new campaign aiming to encourage Londoners to re-connect with and spend more in the City as its retail, cultural, hospitality and leisure sectors fully reopen post-pandemic.
‘Love London’ is set to have an omnichannel footprint, with materials being launched across cinema, VOD, radio, the Tube network, roads, OOH, social, print and partnerships through to 31 October.
This latest campaign comes as part of the ongoing ‘Let’s do London’ initiative launched earlier this year and was kicked off by Piccadilly Lights takeover. Conceived by comms agency Weber Shandwick, media planning was carried out by WPP’s Wavemaker.
The creative assets will be centred around a 60-second hero film, positioned as visual love-letter to the capital.
“There’s a lot of responsibility in creating a campaign for London, this city means a lot of different things to a lot different people,” Weber Shandwick creative director, Richard Copping said.
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“We knew deep down, Londoners have an immense love of their city, which is something we wanted to celebrate. Our creative approach of a ‘Love Letter’ to London felt like the right idea to make Londoners feel special about their home.
He continued: “It also allowed us to capture some of the many moments, sights and sounds that make this place the greatest city in the world.”
A GLA spokesperson added: “The love letter approach was the perfect vehicle for us to capture the diversity, vibrancy and energy that prompts Londoners to fall in love with the city over and over again.
It encapsulates the sentiment shared by so many Londoners about their relationship with their home. Following the success of the Mayor’s Let’s Do London campaign in attracting visitors from across the country and the globe, we hope this latest phase encourages Londoners to ‘make a date’ with the capital and remember the unique reasons why they love London.”
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