London invites UK visitors to rediscover their capital city with launch of biggest-ever domestic tourism campaign

• London reopens its doorways to UK guests with launch of Let’s Do London – a £6m marketing campaign and programme of seasonal occasions to reinvigorate Central London
• UK capital set to roar again to life with new artwork installations, cultural occasions, exhibitions, pop up performances, sport and theatre exhibits
• World well-known points of interest, museums and galleries, venues, artists and cooks be a part of the Mayor of London to get behind marketing campaign encouraging the secure return of home vacationers to UK capital

Guests from throughout the UK are being inspired to rediscover every part they love about London, with the launch of the town’s largest ever home tourism marketing campaign – referred to as ‘Let’s Do London.’ Launched right this moment by the Mayor of London, Go to London, Transport for London and backed by trade, the multimillion-pound marketing campaign and occasions programme will convey collectively the capital’s world-leading hospitality, tradition, nightlife and retail venues to advertise all London has to supply.

The marketing campaign will reinvigorate Central London with a curated programme of seasonal occasions and cultural actions designed to go well with a variety of age teams. Over the course of the yr, guests to the UK capital will be capable of take pleasure in new exhibitions, family-friendly experiences, theatre exhibits, sporting occasions, festivals and pop-up foods and drinks websites. 

With restrictions on worldwide journey more likely to proceed over the approaching months, the ‘Let’s Do London’ marketing campaign will present inspirational causes for Londoners, day-trippers and in a single day guests to return to the capital as COVID restrictions are lifted. Evaluation of forecasts by VisitBritain confirmed that client spending in central London by abroad vacationers was £7.Four billion decrease all through 2020, whereas home vacationers can have spent £3.5 billion much less.

The blockbuster occasions programme will run throughout all 4 seasons this yr – kicking off with the capital’s well-known cooks, foodies and hospitality venues coming collectively to advertise and have a good time London’s world-class meals scene later this month.

A raft of recent spectacular public artwork installations can even entice individuals again into London from this month. David Hockney, one of many UK’s most influential dwelling artists, has redesigned TfL’s iconic roundel ‘Hockney Circus’ in a particular paintings as a part of a takeover of Piccadilly Circus Underground Station beginning right this moment. Turning central London into an enormous out of doors artwork gallery, award profitable London designer Yinka Ilori is main on ‘Asphalt Artwork’, a collection of main new short-term streetscape commissions in central London and the Metropolis of London, in partnership with the London Design Pageant and Bloomberg Philanthropies’ Asphalt Artwork Initiative. There can even be a metamorphosis of street crossings and avenue furnishings within the West Finish, with a partnership between Royal Academy artists and the Coronary heart of London Enterprise Alliance Artwork of London programme. And multi-award-winning artist and designer Es Devlin will plant a dwelling forest at Somerset Home for this yr’s London Design Biennale.

The summer season season will see a programme of household enjoyable, designed to make London an ideal alternative for a staycation. From Alice in Wonderland on the V&A and Improbable Beasts on the Pure Historical past to the Royal Opera Home ‘Unlocked’ taking up the Covent Backyard piazza. ‘London Lates’ over the summer season months will see prolonged opening hours throughout museums, galleries and cultural and grassroots music venues. Shakespeare’s Globe for instance will stage ’Midnight Matinees’ with performances beginning at 11.59pm, and an invite to get again to the massive display screen will see out of doors movie screenings curated by BAFTA and the British Movie Institute.

This summer season can even see a celebration of sport in London, with the UK capital internet hosting eight video games in UEFA Euro 2020, together with the semi-finals and the ultimate at Wembley. This June can even see the return of The Championships, Wimbledon, and a brand-new cricket competitors (The Hundred), adopted by the Rugby League World Cup and Virgin Cash London Marathon later this yr.

The Autumn will welcome again main artistic festivals, reminiscent of London Trend Week, Frieze London, the London Design Pageant, and the 65th BFI London Movie Pageant. For Winter and within the lead as much as the festive interval, magical lighting will brighten central London supporting the crucial pre and post-Christmas ‘golden interval’ for London’s tradition, hospitality and retail companies.

Theatre-lovers can sit up for a number of recent West Finish productions working all year long, reminiscent of Again to the Future, Hairspray and Andrew Lloyd Webber’s Cinderella. From August, households will be capable of benefit from the Disney’s smash hit, Frozen the Musical, for the primary time on the London theatre stage on the Theatre Royal Drury Lane. For these searching for an outside theatrical expertise, the Regents Park Open Air theatre will open from June with a progamme together with Shakespearean basic with Romeo & Juliet and household favourites Anansi the Spider and Dragons & Legendary Beasts.

There will likely be additional thrilling bulletins throughout the yr to showcase London’s world class nightlife, cultural points of interest and hospitality companies in addition to the town’s grassroots venues and the way artistic freelancers, artists and performers will likely be on the coronary heart of the programme because it continues to develop.

The Mayor has allotted £6M to immediately help the brand new marketing campaign, along with trade contributing over £1m in funding and value-in-kind. The marketing campaign will embrace a significant promoting push supported by London & Companions and TfL, alongside new content material on the Go to London web site outlining all of the marketing campaign has to supply to Londoners and guests to the capital. It’ll embrace a brand new TfL marketing campaign launching subsequent month, involving TV and poster promoting, that may encourage individuals to rediscover London by public transport.

To make sure London re-opens safely the capital’s venues are doing an enormous quantity of labor to make sure they comply with COVID steerage – whether or not round new queuing techniques, staggered arrival occasions, and a wide range of social distancing measures. The Mayor continues to induce Londoners to point out warning and comply with the foundations when out and about, sporting a face masking in retailers and different indoor venues, carrying hand sanitiser, and preserving to social distancing. He continues to induce Londoners to take up the vaccine as quickly as they’re supplied it. 

Mayor of London, Sadiq Khan, stated: “Right now I’m on the iconic Shakespeare’s Globe to launch ‘Let’s Do London’ – the most important home tourism marketing campaign London has ever seen to champion our companies, cultural establishments and points of interest which have suffered a lot in the course of the pandemic. That is about getting the message out to Londoners and other people throughout the nation that our capital stands able to entertain, encourage and enthral as soon as once more.        

“Our new marketing campaign is bringing collectively lots of the capital’s main organisations and venues to supply an unparalleled expertise for anybody visiting the capital all year long.  With restrictions on worldwide journey more likely to proceed this yr, Londoners and guests from the UK have a novel alternative to expertise all of the capital has to supply with out the queues. In doing so that you’ll be offering very important help for our world-leading venues as they begin to re-open and want our assist greater than ever.”

Allen Simpson, Appearing CEO London & Companions which runs Go to London stated: “London is able to welcome again guests from all throughout the UK. Whether or not you’re a household planning a time out at a park or theatre present, or somebody seeking to expertise the newest restaurant opening or the one of many many new museum exhibitions, now’s the time to rediscover the UKs capital metropolis.

“London will likely be roaring again into life over the approaching months as the town’s tourism, hospitality and retail sectors come collectively to placed on an thrilling programme for the yr forward. The Let’s Do London marketing campaign will shine a highlight on the unbelievable vary of cultural occasions, exhibitions, pop up performances, sport and theatre accessible in our capital metropolis.

CEO of UKHospitality, Kate Nicholls, stated: “It’s extremely encouraging that the Mayor has wasted no time after his re-election to make tourism a transparent and fast precedence. The Let’s Do London marketing campaign is a shot within the arm to assist revive the capital’s ravaged customer financial system. With such restricted worldwide journey, the fast precedence is to remind Britons that one of many world’s prime vacationer locations is on their doorstep. We sit up for working with the Mayor and his workplace to revive employment, hospitality and tourism in London.”

Bernard Donoghue, Director Affiliation of Main Customer Sights & Co-Chair, London Tourism Restoration Board, stated: “London’s customer financial system has been hit laborious during the last yr and we’ve all missed our theatres, museums, galleries, performances venues and heritage properties. With out them London has simply felt much less ’Londony’. However this Summer season we will reclaim, rediscover and fall again in love with these particular locations. They may all be contributing to a Summer season and a yr like no different when the customer expertise will likely be phenomenal, the welcome by no means hotter and the significance of London’s points of interest, tradition and tourism financial system by no means higher appreciated. We thank the Mayor, his staff and companions for all they’ve completed in working with us to assist London get better higher. Let’s Do London.”

Jace Tyrrell, Chief Govt at New West Finish Firm representing Bond Avenue, Oxford Avenue, Regent Avenue and Mayfair stated: “With worldwide journey nonetheless unsure and home lockdown restrictions lifting additional over this month and subsequent, London and UK guests will be capable of take pleasure in the perfect of the capital, with out all of the abroad vacationers, with its actually exceptional retail, leisure, hospitality and cultural providing – a summer season like no different. The Let’s Do London campaigns celebrates London as a vacation spot in itself and can assist entice our a lot missed clients to the capital. Within the West Finish alone, we’re residence to completely sensible resorts, galleries, flagship shops, Christmas gentle shows and artwork installations; so our large, daring unambiguous ask is come and help the West Finish as one in ten Londoners jobs rely upon it.“ ‎

Yinka Ilori, artist and designer, stated: ”Tremendous excited to be a part of the Asphalt Artwork mission and actually trying ahead to creating one thing magical that brings individuals from around the globe collectively.“

Es Devlin, artist, designer and Creative Director for London Design Biennale stated: “After I was first proven round Somerset Home a few years in the past, I found that the Enlightenment rules on which the constructing was conceived, particularly forbade the introduction of timber into the courtyard. After all, the very first thing we needed to do when contemplating this yr’s Biennale was to counter this perspective of human dominance over nature, by permitting a forest to overhaul the complete courtyard. In literature forests are sometimes locations of transformation: the forest of Arden in Shakespeare, the enchanted forests of the Brothers Grimm. The UN World Objectives supply us clear methods to interact and alter our behaviour and it’s our hope that an interplay with the Objectives within the forest will likely be transformative.”

Deputy Mayor for Tradition and Inventive Industries, Justine Simons OBE, stated: “Tradition is in London’s DNA, and the artistic industries will likely be key to kickstarting our financial restoration. Our Let’s Do London marketing campaign highlights the perfect of the capital’s cultural choices. From inspiring out of doors public artwork installations and the late opening of our world-famous museums, galleries and cultural venues, to the return of main tradition festivals, we sit up for safely welcoming individuals again to benefit from the best metropolis on this planet.”

Amy Lamé, London’s Night time Czar, provides: “We hope that Londoners and guests alike will see Let’s Do London as a beacon of hope, following what has been a darkish, unsure time for thus many. From eclectic bars to world-class theatres and a wealthy tapestry of eateries, London is bursting on the seams with cultural excellence – and this programme will actually showcase that.” 

Merlin’s UK Advertising and marketing Director & Chair of the London Restoration Board Advertising and marketing Administrators Group Sara Holt stated: “Merlin has been concerned with the Mayor’s “Let’s Do London’ marketing campaign from the start and is concentrated on engaging in a single day home vacationers from outdoors the capital.This marketing campaign is crucial to serving to entice guests again to our wonderful metropolis. Analysis has discovered that for each £1m invested in promoting outdoors London, 1,200 jobs are secured in London”

Companions who’re coming collectively to help the Let’s Do London’ marketing campaign embrace: ALVA, BAFTA, BFI, Barbican, Bloomberg Philanthropies, Capital & Counties, Metropolis of London Company, Central London Alliance, Uncover South Kensington, English Nationwide Opera, Exhibition Street Cultural Group, Movie London, Frieze London, Grosvenor Estates, Coronary heart of London Enterprise Alliance, Heathrow Airport, Hilton Inns & Resorts, Historic Royal Palaces, London Councils, London Design Pageant, London First, London Trend Week, London Symphony Orchestra, London Tourism Cooperative, London Tourism Restoration Board, Marriott Worldwide,  Merlin Entertainments, Museum of London, Nationwide Gallery, Nationwide Theatre, Pure Historical past Museum, New West Finish Firm, Park Plaza Inns & Resorts, Photograph London, PPHE Lodge Group, Roundhouse, Royal Academy of Arts, Royal Albert Corridor, Royal Opera Home, Royal Parks, Sadler’s Wells, Science Museum, Shaftesbury, Shakespeare’s Globe, Society of London Theatre, South Financial institution BID, Southbank Centre, Tate, The Crown Property, V&A, Go to Greenwich, Westminster Council, Whitbread, UKHospitality, ZSL London Zoo.

Extra particulars about among the thrilling occasions deliberate in London all year long can be discovered on the Go to London webpage – www.visitlondon.com/letsdolondon

Notes to editors

For extra data or media enquiries, please contact the London & Companions press staff: press@londonandpartners.com

For all press pictures together with among the highlights talked about – please see here

Forthcoming seasonal highlights going down throughout London as a part of the ‘Let’s Do London’ marketing campaign:

SPRING:

Kicking off this month with a give attention to selling London’s world meals supply and new world class public artwork installations reworking a few of London’s most well-known places.

• London Eats: with lots of the capital’s well-known cooks, foodies and hospitality venues coming collectively to advertise and have a good time London’s numerous foods and drinks venues in new methods.
• David Hockney, one of many UK’s most influential dwelling artists, has redesigned TfL’s iconic roundel for a really particular paintings as a part of takeover of Piccadilly Circus Underground Station and Piccadilly Lights with the Circa mission, celebrating the arrival of Spring within the run as much as his exhibition on the Royal Academy of Arts.
• Royal Academy artists Yinka Shonibare CBE (RA), Michael Armitage, Farshid Moussavi OBE (RA), Vanessa Jackson RA and Isaac Julien CBE (RA) can even rework street crossings and avenue furnishings within the west finish. In a partnership with the Coronary heart of London Enterprise Alliance Artwork of London programme.
• Turning central London into an enormous out of doors artwork gallery, award profitable London designer, Yinka Ilori will lead main new short-term streetscape commissions in central London Westminster and the Metropolis of London, in partnership with the London Design Pageant and Bloomberg Philanthropies’ Asphalt Artwork Initiative.
• Multi-award-winning artist and designer Es Devlin is planting a dwelling forest at Somerset Home for her Forest of Change mission as this yr’s inventive director of the London Design Biennale.
• Curated by Movie London and produced in partnership with Geotourist, ‘Film Magic Tour’ launched right this moment takes in 12 filming places throughout Central London from Batman Begins to Mary Poppins Returns, exploring the tales behind the film magic captured within the capital. 

SUMMER FUN

A season of summer season household enjoyable, for younger and previous. Rediscover London by means of nice out of doors occasions and at well-known vacationer locations, opening up the town or households to discover. Highlights embrace:

• The summer season of 2021 will see a celebration of sport in London, with the UK capital internet hosting eight video games in UEFA Euro 2020, together with the semi-finals and the ultimate at Wembley. This June can even see the return of The Championships, Wimbledon (28 Jun – 11 Jul), and a brand-new cricket competitors (The Hundred), adopted by the Rugby League World Cup (23^rd Oct to 27^th Nov) and Virgin Cash London Marathon on 3^rd
• ROH Unlocked will see the Royal Opera Home out and about, taking up Covent Backyard with performances, participation and installations (10-11 July 2021)
• Alice: Curiouser and Curiouser is an immersive theatrical present for all ages on the V&A will open on 22 Might.
• Improbable Beasts: The Surprise of Nature Exhibition on the Pure Historical past Museum reveals how the wonders of the pure world have impressed myths and magical creatures for generations, from 17 Might.
• Van Gogh Alive (June 4 – Sept 26). Having dazzled over 7 million guests in 65 cities worldwide, the world’s most visited immersive, multi-sensory expertise is coming to the beautiful Kensington Gardens this summer season for an unique 4 month run.
• Thomas Becket Exhibition: homicide and the making of a saint, British Museum (20 Might – 22 August 2021). Uncover the homicide that shook the Center Ages on this dramatic exhibition concerning the life, loss of life and legacy of Thomas Becket.
• David Hockney: The Arrival of Spring, Normandy, 2020, Royal Academy (23 Might – 26 September 2021). The Royal Academy of Arts will current David Hockney: The Arrival of Spring, Normandy, 2020 comprising a brand new physique of labor created by David Hockney RA throughout a interval of intense exercise at his residence in Normandy, charting the unfolding and development of spring.
• The EY Exhibition: The Making of Rodin, Tate Fashionable (18 Might – 21 November 2021). Uncover how Auguste Rodin broke the foundations of classical sculpture to create new pictures of the human physique for the fashionable age. This landmark exhibition consists of rarely-seen plaster and clay sculptures which reveal Rodin’s methods of pondering and making.
• Quite a few London theatres will likely be welcoming again audiences from 17 Might with social distancing, and extra to reopen from 21 June. From new performs to long-running favourites, there’s a enormous number of musical theatre, performs, dance and opera returning to the stage later within the yr.
• Youngsters Week returns and can showcase the most effective of the West Finish as theatre roars again to life
• Get pleasure from theatre and comedy below the celebs at London’s Regent’s Park Open Air Theatre. Regent’s Park Open Air Theatre’s 2021 programme has been introduced, and begins in June. See a Shakespearean basic with Romeo & Juliet, Rodgers and Hammerstein’s iconic musical Carousel, and household favourites Anansi the Spider and Dragons & Legendary Beasts
• London’s main pageant of free out of doors theatre and performing arts, Greenwich + Docklands Worldwide Pageant, returns on 27 August till 11 September 2021
• Breakin’ Conference, the world’s largest pageant of hip hop dance, is again at Sadler’s Wells for its 18th yr (3 – Four July 2021)
• Roman Weekend Takeover on the British Museum in August the place households will be capable of take pleasure in a Roman Encampment on the entrance lawns, meet the Emperor Nero himself and go to the particular exhibition Nero: the person behind the parable.
• You possibly can even be taught to be a knight on the Tower of London’s ‘Knight College: The Present’ (29 Might to six June 2021)
• Play Streets – London Play, the capital’s main charity for kids’s play, will likely be opening up central London for households and placing play again on the capital’s streets  
• A big-scale free exercise for households at Tate Fashionable all through the varsity summer season holidays
• Southbank Centre welcomes audiences again with their Summer season Reunion programme – 15 consecutive weekends of free out of doors exercise from 21 Might together with music, poetry and visible artwork in addition to indoor performances of ballet, literature, modern and classical music beginning with the Chineke! Orchestra on 28 Might within the Royal Pageant Corridor.
• Inside Out Pageant in Westminster sees pop-ups, installations taking up the streets
• Mayfair Sculpture Path – galleries from throughout this famend artwork district current sculptures past their partitions, with guests with the ability to take pleasure in artworks showcased throughout Bond Avenue, Berkeley Sq. and inside Grosvenor Sq. (2 – 27 June 2021)
• London Pageant of Hope – Organised by the London Tourism Cooperative the year-long London Pageant of Hope is a real celebration of life with an artwork and pictures contest, competitions for all of the household together with an beginner ‘bake-off’, neighborhood activations, big inflatables taking up London’s skyline and a collection of outside reside music live shows that may reimagine the efficiency area.
• The Royal Albert Corridor’s 150th anniversary celebrations will correctly start on 29 Might, as audiences return to the venue for socially-distanced occasions. A usually eclectic programme for the primary week consists of household live shows, the Royal Choral Society singing Handel’s Messiah – an annual custom since 1876 – and occasions spotlighting nation music and ballet. Topic to the following stage of the federal government’s roadmap out of lockdown going forward as deliberate, the Corridor will then re-open to the general public with full capability from 6 July.

SUMMER LATES

• Over the summer season months museums, galleries and cultural venues will open late. New collaborations will have a good time London’s movie and music, working with London’s grassroot venues, LGBTQ+ venues and night time golf equipment.
• An invite to get again to the massive display screen will see out of doors movie screenings curated by BAFTA and the London Movie Pageant.
• ’Midnight Matinees’ at Shakespeare’s Globe with performances beginning at 11.59pm and Lates nights at London Zoo are only a few of the nice issues in retailer.
• Artwork Night time will occur throughout central London in June and July.
• The Proms will likely be again on the Royal Albert Corridor (30^th July – 11 September)
• BMW Classics, a free out of doors live performance in central London, by the world famend London Symphony Orchestra, carried out by Sir Simon Rattle.

 AUTUMN

London’s Autumn season will see the crown jewels of London’s creativity return.

• London Trend Week will burst again onto the catwalks.
• The 19th London Design Pageant will happen throughout the town from 18-26 September 2021.
• Frieze London returns to Regent’s Park with the most effective of worldwide modern artwork by rising and established artists, alongside a dynamic programme of newly commissioned artworks, movies and talks – (13–17 October, 2021)
• Photograph London brings the best worldwide {photograph} to Somerset Home between 9–12 September 2021
• 65th BFI London Movie Pageant runs from 6 to 17 October 2021 with a collection of the most effective in world cinema, displaying audiences a big selection of movies, representing a wide range of languages, genres and filmmaking types

WINTER: Lights

• Lastly, within the lead as much as the festive interval, magical lighting will brighten central London supporting the crucial pre and publish Christmas ‘golden interval’ for London’s tradition, hospitality and retail companies.

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