Client: Visit London
Visit London, the capital’s tourism agency, has launched its first ever global advertising campaign, created by ad agency RKCR/Y&R.
‘See the World, Visit London’ marks the capital’s status as official Olympic Host City and invites the world to experience London.
Featuring a map of London imposed onto planet Earth with the River Thames featuring prominently, ‘See the World, Visit London’ aims to show that the world is represented in the capital and inviting the world to see and experience it.
Using the iconic globe imagery, the campaign will develop over time to reflect the depth of the visitor experience from heritage to theatre, the arts or even shopping.
The campaign will run in the press throughout London and Britain as well as the capital’s Underground network.
‘See the World, Visit London’ will also run online and outdoors internationally including North and South America, Europe, Australasia, China, India and Russia.
See the World, Visit London is a £4 million global campaign that will run in a combination of formats including press, radio, online and outdoor across London and Britain, North America, South America, Europe, Australasia, China, India and Russia.
The campaign will also feature on London’s Underground network and appear on film at live screens in the UK capital. These screens have been set up to telecast, live, the Olympic handover to London on 24 August from the 2008 Beijing Games.
Visit London Chief Executive James Bidwell said, “’See the World, Visit London’ celebrates a historic moment for our capital, the Olympic handover. The campaign celebrates our city in a unique way, capturing our truly global status and underpinning the importance of London as the number one international tourist destination.
“From August 24, the Olympic spotlight will be on our capital. London already welcomes more overseas tourists than any other city in the world and our goal is to maintain that momentum in the lead up to and beyond the London 2012 Games.”