Strategy: Visit London's ‘Only in London’ Campaign comes to life



Great Britain. Visit London’s new ‘Only in London’ meetings, incentives, conferences and events industry campaign came to life at IMEX. The ‘Only in London’ theme was launched through a 360-degree experience where visitors could see, touch, taste, smell and taste unique aspects of London. The sensory experience, using brand new ‘Way2GoGuides’ audio guides with an exclusive touch-screen technology, highlights the many unique and unusual venues and activities only on offer in the capital.

The Visit London touch screen technology shows an interactive map of the city highlighting all 23 Visit London stand partners including Europe's largest arts and cultural centre  - Barbican, the recent host of the G20 summit ExCeL London and the Tower of London – all great examples of unique and world-class venues.

The ‘Only in London’ sensory stand experience was supported by an exclusive ‘Inspiration 100’ business list launched at an ‘Only in London’ press conference. The list of 100 different activities and unusual venues has been created to inspire business visitors about what they can ‘only do in London’. Examples include: ‘Only in London’ can you….

- Open the iconic Tower Bridge or close the Tower of London during the Ceremony of the Keys
- Get a bird’s-eye view of the London 2012 Olympic site or sip champagne underneath a Georgian brick-vaulted ceiling and on top of historic tombstones at St Martin-in-the-Fields.
- Be a spy in the day and a rock-star at night. [Cabinet War Rooms and British Music Experience at The O2 Arena]

The ‘Only in London’ campaign was developed following extensive research by Visit London into the city’s key visitor markets. The research found that business visitors were looking for a unique and unusual angle to a business destination, as well as a value for money offers that provide measurable return on investment.

Commenting on the campaign Barbara Jamison, Visit London’s European Sales Manager, says: “The ‘Only in London’ campaign gives event buyers attending IMEX a strong, clear and enticing message. London has so many unique and unusual aspects, and with the competitive Euro/pound exchange, there has never been a better time to experience the city.”