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Case Studies

 

OMD International Visit London campaign

OMD International Visit London campaign

The Challenge

 - Continue to change perception and deliver against tough metrics in a hostile marketplace

 - Deliver an increase in visitors by 5%

 - Deliver a proven economic benefit of £ 29.7 million to London – RoI of 33:1

 - Increase registrations to Visit London database by 100,000

 - Raise awareness and usage of visitlondon.com as the key London information portal

 - Change % of people who describe London as Contemporary/Modern from 25% to 30%
Insights – Modern art was the hook

Four key passions to drive people’s desire to travel

 - They expect the unexpected

 - Constantly changing artistic creativity is a unique selling point

 - Ideas - London is a collage of experience

 - Take London’s modern art credentials to the our competitors’ streets through handpicked OOH sites

 - Support through online to encourage engagement with visitlondon.com

 - High frequency radio activity to change perceptions

 - Art related PR activity to provide additional depth to the campaign

Results – Proven

 - Delivered an increase in visitor numbers of 4.5% YOY

 - Delivered the required levels of RoI

 - Delivered over 100,000 new registrations to visitlondon.com-Raised awareness and usage of visitlondon.com by 25% between campaign launch and peak
% of people who describe London as Contemporary/Modern increased to 33% from 2%

 - Visit London’s Europaplatz site voted image of the image of the day by Taggespiegel

AJR
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