PRESS RELEASE : Mayor encourages Londoners to rediscover their capital

The press release issued by the Mayor of London on 25 August 2022.

• Love London is the latest chapter of the Mayor’s Let’s Do London campaign and highlights some of the many unique things to love about life in the capital
• A takeover of the world-famous Piccadilly Lights, along with posters, cinema, radio, and social media adverts will carry a love letter to the city as people are invited to ‘make a date with London’
• New film, art and nature trails are part of the Mayor’s campaign to encourage Londoners to make the most of the many fantastic free and discounted things to enjoy in the city

The Mayor of London, Sadiq Khan, has today encouraged Londoners to discover their city anew as his tourism campaign sends a love letter to the capital.

Emotive adverts will be running across the Tube network, on posters and billboards, in cinemas, on the radio and all over social media in the coming months to promote some of the most exceptional aspects of life in the capital. There was also a 10-minute takeover of the famous Piccadilly Lights advertising boards yesterday morning encouraging people to ‘make a date with London’.

New film, art and nature trails have been created to help Londoners see their city with fresh eyes. In collaboration with Film London, ‘London film locations to love’ highlights 10 famous movie scenes that can be recreated, including from the multi-award winning features Four Weddings and a Funeral, Paddington, and Rocks. A Summer Art Trail, in partnership with TfL, Somerset House, Heart of London and North Bank BIDs, shows off the best contemporary public art and culture, such as Art on the Underground, Zarah Hussain’s Pop Geometry at St James’s Market and ‘This Bright Land’ at Somerset House. Not only that but four brand new nature trails will now provide scenic walking routes to connect natural spaces in some of the city’s most built up areas.

A new photography competition is also being launched in partnership with Time Out to encourage Londoners to share what they love about London, with the winners set to receive one of five exclusive experiences in the city and their photo featured on Piccadilly Lights.

The promotions are part of Love London – the latest chapter of the Mayor’s Let’s Do London campaign which has been encouraging people from London, the rest of the UK and around the world to visit Britain’s capital following the devastating impact of COVID-19 on its retail, cultural, hospitality and leisure industries.

Last year, the biggest domestic tourism campaign the capital had ever seen generated an additional £81m in expenditure and 330,000 more overnight visitors to the city giving the capital’s economy a much-needed boost. Earlier this year, the Mayor extended this campaign with a £7m investment to encourage international tourists back to London.

This summer, after a poll by City Hall showed that 40 per cent of Londoners don’t know of ways to enjoy London for free, the Mayor has been highlighting the wide range of free and cut-price events and activities available. He has also partnered with Art Fund to offer discounted access to museums and galleries while Transport for London has teamed up with Official London Theatre’s annual Kids Week initiative to release thousands more ‘kids go free’ tickets for a range of top West End shows.

2022 has already been an exceptional year for major events in the capital with The Queen’s Platinum Jubilee celebrations and the 50th Anniversary of Pride in London, and this Bank Holiday weekend will see the return of the world-renowned Notting Hill Carnival. Throughout September there are a range of free events and activities, including the Greenwich + Docklands Festival, Open House Festival, Totally Thames Festival, the 20th anniversary of the London Design Festival,  the inaugural Sculpture Week London and a range of events as part of Lewisham’s year as the London Borough of Culture.

The Mayor of London, Sadiq Khan, said: “There is so much to love about London with our incredible cultural attractions, world-class shops, bars and restaurants, and, most importantly of all, the fantastic people who live here.

“That’s why London is the greatest city in the world and I’m proud my Let’s Do London campaign is encouraging everyone to enjoy the many varied and unique experiences our city has to offer.

 “I’m delighted that my tourism campaign has already generated tens of millions of pounds for our economy and attracted hundreds of thousands to our city and I want to encourage even more people to make the most of our capital as we build a better London for everyone.”

Director Richard Curtis said: “I’m delighted to support the Mayor’s Let’s do London campaign. London is such a great city to film in – things you write become twice as good because of wonderful places you can set your scenes.  I hope people will enjoy visiting the locations, remembering the scenes and relishing our great city.”

Adrian Wootton, Chief Executive of Film London and the British Film Commission, said: “London’s history, dynamism and unique cultural mix have inspired spellbinding films and TV shows throughout the years. And these productions have in turn led visitors from all over the world to spend time discovering our city. Screen tourism is becoming an essential part of London’s industry, with films like Notting Hill, Rocks and Paddington showcasing the city’s myriad locations and effectively providing global advertising that money just can’t buy. I’m delighted to extend this invitation to Londoners and visitors alike to come, re-live and re-love London all over again.”

Zarah Hussain, artist and winner of the Art of London Brighter Future R&D grant, said: “London is an amazing, multi-cultural city with people from all over the world and those visiting the Brighter Future exhibition will be able to discover and enjoy bright, colourful art on some of our busiest streets”

Harry Hill, comedian and judge of Art of London’s Brighter Future programme, said: “It’s been a pleasure working with these artists and seeing our visions of a ‘Brighter Future’ come to life through art. Join my quirky art tour, Harry Hill’s Alien Art Adventure to discover more about the wonderful works we’ve unveiled across the West End.”

Laura Citron, CEO of London & Partners which runs Visit London said: “London is buzzing with energy again and its fantastic to see Londoners and visitors from across the UK rediscovering their capital city. From art trails, exhibitions and festivals to our parks and theatre shows – there is something for everyone to enjoy in London these next few months, no matter their budget. Londoners play an important part in helping their city’s tourism and hospitality businesses bounce back by embracing the bars, restaurants and cultural attractions on their doorstep. There has never been a better time for Londoners to fall in love with the city they call home.”

Bernard Donoghue OBE , Director, Association of Leading Visitor Attractions (ALVA), said: “London just felt less ‘Londony’ when our amazing museums, galleries and theatres were closed; London’s diverse culture and amazingly rich cultural offering is what makes this city great. Exploring what we have on our doorstep, and beyond, the different villages and markets, nature trails and urban safari adventures that make up London is the perfect way to make a date with London. And you don’t even have to dress up, come as you are.”