Category:Digital Strategy Of The Year
Client:London & Partners
London’s Official Guest of Honour is a fully integrated tourism campaign that united the capital. We created a once-in-a-lifetime opportunity for one person to experience London through extraordinary moments to be shared through paid, owned and earned media, and short films on VisitLondon.com.
We worked with partners and celebrities to create an exceptional itinerary; Professor Stephen Hawking, Downton actor Jim Carter, ballerina Darcey Bussell gave up their time to show the Guest of Honour their favourite places in London.
We placed video at the heart of the campaign, with a multimillion media spend at 3 stages:
1. We launched a promotional video to invite individuals to apply to become London’s Official Guest of Honour, promoted through Yahoo and PR.
2. The Guest of Honour's visit was captured live on social media.
3. We edited the Guest of Honour's experiences into high-quality videos, published on visitlondon.com and shared globally through external media, social media and email. Prospective visitors could also enter to win their own trip to London.
With a global audience of 300m and 1.2b opportunities to see, this campaign was extremely successful, leading to 27m+ video views, 2.4m site visits and 749,000 competition entries.