Sadiq Khan is romanticizing the English capital in a bid to reignite passions for the city following years of pandemic-related lockdowns.
With the tourism and leisure economy now back in full swing, the Mayor of London – with communications agency Weber Shandwick – has penned a heartfelt ode to citizens inviting them to rediscover what it means to be a Londoner.
Depicting a day in the life of the city from the perspective of those who live in it, the emotional campaign covers all segments of society – from a runner at dawn to commuters and a group of late-night party animals – and shows that London can mean many different things to different people.
Centered on a takeover of Piccadilly Circus, the campaign will reach residents across posters, cinema, radio, outdoor and social media adverts, urging everyone in the city to ‘make a date with London’ and experience the cultural riches the city has to offer.
Weber Shandwick chief executive officer Helen Bennett said: “The events of the past few years have transformed Londoners’ relationship with their city. From those who are just embarking on the early stages of their relationship to reminding long-term Londoners why they fell in love with the city in the first place, we were delighted to be part of this important campaign to encourage Londoners to make the most of what is on their doorsteps and ultimately show that it’s impossible to just have a fling with London – it’s an enduring love affair.”
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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.”
Launched in partnership with Time Out, the campaign highlights a variety of new film, art and nature trails to rekindle the romance, such as exhibitions of contemporary art on the Underground and new walking routes linking up natural landscapes.