Lets Do London: London’s most effective ever domestic tourism campaign – how it turned around London’s Covid-ravaged tourism sector

London Tourism Recovery Board (LTFR), a collection of UK tourism businesses and tourism industry bodies, encouraged domestic tourism to London in summer 2021.

Campaign details

Brand: Lets Do LondonAdvertiser: London & PartnersEntrant: Wavemaker LondonCategory: Single MarketPrincipal authors: Ed Sellier, Wavemaker; David Graham, WavemakerContributing authors: Gavin Laisby, Wavemaker; Simon McCaugherty, London & Partners; Sara Vergara-Muro, Merlin Entertainments; Jakob Oddershede, London & Partners; Harry Davenport, Wavemaker UK; Dominic Mellin, Wavemaker UK; Ashleigh Whitehouse, Wavemaker UK; Rose Wangen-Jones, London and Partners

Market background and context

The Covid-19 pandemic arrived in March 2020 and is still felt at the time of writing this paper two years later. It decimated London's domestic and international tourism sector across...

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