News
from: Visit London
www.visitlondon.com
Source: Andrea Davidoff, Clifford Public Relations
Published: September, 2007

Visit London invites U.S. visitors to "Do London like a Local"

NEW YORK -- A new Visit London campaign  will inspire North Americans to visit London by showcasing the city from a Londoner's perspective. Britain's capital will be brought to life by the people who know best -- the locals, with insights into places to visit, ideas for great days out and money saving tips.

North America is London's number one market. American tourists flock to the capital every year to take in the iconic landscape, visit historic places and enjoy the many attractions on offer in the city, but extensive research has revealed they also want to experience London as the locals do.

"Do London like a Local" uses local characters to explore different themes for trips to London and they will feature in radio and online advertising as well as print advertorials.

The characters include the Latimer family who enjoy family activities such as the Hampton Court Palace Maze, Leon Lee who loves the cultural side of London, and Lucy who knows all about the city's shopping hot spots. Full profiles of the characters along with their tips and knowledge about the city can be found on a brand new website (www.visitlondon.com/golocal) along with sweepstakes and forthcoming events.

Visit London is also bringing the characters to the U.S. through outdoor installations in New York City and Boston. Large individual pieces of artwork based on the advertising creative will be installed in two large public buildings; 777 3rd Avenue in New York and The Prudential Center in Boston. The artwork will be installed from the end of the September and will be available to view for one month.

American sporting events in London

A season of U.S. sport in London is providing Visit London with another opportunity to reach out to the American audience. Throughout the fall, teams from the NHL, NBA and NFL will be playing matches in London and for fans watching in the U.S. a little piece of Do London like Local will be brought to their door.

A series of events in North America are planned including bar takeovers featuring themed coasters in 230 bars and backlit boards in 55 bars across Miami, NYC, Boston, LA and Anaheim.

In Boston, Visit London is collaborating with the Boston Celtics to arrange an exclusive invitation-only party. Fans can win tickets through local competitions run by the club and will watch the London game against the Minnesota Timberwolves in VIP style.

The culmination of the U.S. sports season in London is the much anticipated NFL game between the Miami Dolphins and the New York Giants at Wembley on October 28. London is making itself a home away from home for Giants fans and will be hosting some great stunts to stir up the excitement. For fans unable to travel to watch the game live, Visit London is working with the Miami Dolphins to bring a little bit of London to the Dolphins stadium. In a first for the club, the stadium will open its doors to fans to watch the game live, get VIP access to usually private areas such as the changing rooms and executive suites while being treated to a London-style festival atmosphere with London taxi rides and food and drink available.

More information about "Do London like a Local" can be found at www.visitlondon.com/golocal.

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