Setting London back on the path to recovery: London & Partners

London & Partners worked with TMW Unlimited to give people the reassurance they needed to get back out into the city.

Bringing life back into the capital city

As summer 2021 approached, and lockdown restrictions eased, London was desperate to bring domestic tourists back to the city.

We realised that people had had enough of introspection, especially from advertisers. They were ready to live again. To have experiences. To share those with others.

Building on TMW’s existing ‘Let’s Do London’ creative platform with London & Partners, they created a campaign about the stories these experiences allow us to tell – stories that are the building blocks of human interaction. This campaign led with radio and a vibrant TVC that seamlessly knitted together the stories of different people’s trips to London, showcasing the variety of experiences on offer. We also targeted specific audiences through eye-catching OOH and a range of social videos and stills.

And what a campaign it was! Mayor Sadiq Khan’s office reported our Let’s Do London campaign has brought in an estimated £70 million to London’s economy over the summer – with 280,000 visitors flocking to the capital.


Economic Boost to London Economy from the Campaign


Additional Visitors to London Over the Summer


Engagements for #LetsDoLondon Hashtag


Let’s Do London!

On the strength of our idea, the city’s tourist board – London & Partners – committed £6 million to creating the capital’s biggest ever tourist campaign, launched by Mayor Sadiq Khan the day after his re-election to office.

With the creative developed by TMW UNLIMITED, the Let’s Do London campaign encourages people from across the UK to visit the capital for day trips and city breaks as the gradual easing of the lockdown allows the reopening of cultural, hospitality and entertainment venues.

The multimillion-pound campaign brings together the capital’s world-leading hospitality, culture, nightlife and retail venues to promote all London has to offer and encourage Londoners and UK visitors to rediscover their capital city. The initiative also aims to inspire people to reconnect through shared experiences, whilst showing London – with its unique variety of iconic landmarks, entertainment, restaurants and shops – to be the perfect setting to form those reconnections.

“Let’s Do London is the biggest domestic tourism campaign London has ever seen and showcases the wonderful and exciting experiences our capital city has to offer Brits as restrictions continue to lift. It comes at a crucial time for the tourism economy in London and we’re delighted to join forces with the industry to launch this campaign. We look forward to welcoming visitors from all across the UK to explore and rediscover everything they love about our great city.”

Rose Wangen-Jones | Managing Director | London & Partners