Major leisure tourism initiative supported by British Airways, Hilton and the GREAT Britain campaign.
A major new leisure tourism campaign is launched by London & Partners, the Mayor’s promotional company for London, and The Brooklyn Brothers. ‘Fans of London’, which will be promoted through VisitLondon.com, the Mayor’s official visitor website will showcase the amazing events, exhibitions and anniversaries being celebrated in the capital this year.
‘Fans of London’ which is targeted at the North American market is being delivered in collaboration with the GREAT Britain Campaign, British Airways and Hilton.
The campaign is based on four short films, each featuring its very own American ‘super fan’ as they take part in an amazing experience to celebrate the Queen’s 90th Birthday, the 400th anniversary of Shakespeare’s legacy, Harry Potter and the Cursed Child, and the world’s first exhibition of the Rolling Stones, Exhibitionism.
Created and developed by The Brooklyn Brothers, each film follows the incredible experiences of the super-fans, giving a personal account of their dream being realised. The agency chose award-winning Miranda Bowen of 2AM to direct each short film. Additionally, the agency developed the Fans of London look and feel, branding and new logo.
Chris Gottlieb, Chief Marketing and Communications Officer at London & Partners said: “Fans of London is about showcasing the unmissable events and celebrations taking place across the capital this year. London has an event for everyone and the four films we are producing really showcase that diversity. We are delighted to be partnering with British Airways, Hilton and the Great Britain campaign to deliver the activity.”
George Bryant, Founding Partner at The Brooklyn Brothers said: “We’re thrilled to kick start the Fans of London blockbuster campaign with our royal super fan, Christine Meer from Ohio. London is a unique city with fans around the world. We are delighted to have worked with Historic Royal Palaces to create such a privileged experience for one of our biggest fans.”
Aligi Gardenghi, Vice President Marketing Europe, Middle East & Africa at Hilton Worldwide said “As fans of London we are excited to be involved in the London & Partners campaign and look forward to setting the stage for incredible and heartfelt experiences for our guests and visitors to the capital. With 35 properties in Greater London offering a diverse range and breadth of hospitality, Hilton provides the ideal backdrop for a memorable stay in one of the most popular worldwide destinations.”
Sara Dunham, British Airways’ head of marketing, retail and direct, said: “This campaign will showcase some special moments, as fans travel to one of the world’s greatest cities for a once-in-a-lifetime experience. At British Airways we love to make amazing things happen, and with dozens of daily flights connecting people between 21 US cities and London, we look forward to flying hundreds of fans to follow in their footsteps.”
The Fans of London launch film is supported by PR, social and digital activity along with a further three short fan films which will be released over the next two months.
London & Partners and The Brooklyn Brothers have successfully partnered on previous campaigns including London’s Guest of Honour campaign which reached 300 million, generated 1.2 billion global opportunities to see and won Best Communication Strategy’ at the inaugural City Nation Place Awards with a unanimous verdict and beating off stiff competition from Brand USA. The Autumn Season of Culture campaign delivered last year secured almost 1000 pieces of national and international coverage and an accompanying AVE of over £20m.
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She holds a Bachelor's degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.
