LONDON & PARTNERS London's trade, investment and international promotion agency - UKinbound
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
LONDON & PARTNERS London’s trade, investment and international promotion agency
Who we are What we do
We create good growth for London
Trade, Investment, Business Tourism
Leisure Tourism Higher Education
Business Growth & Major Events
We help innovative We attract and host We attract
We attract visitors
companies to scale major events international students
supporting London’s supporting London’s
creating quality jobs in bringing spend and
hospitality, retail and universities and growing
London. global profile to London.
cultural industries. our future talent.
We do this by growing London’s brand and reputation
with our most important audiences around the world.
London & Partners’ strategy 2018 - 2021
1 Where 4 Who
On core markets: North America, India, China, France and On audiences (businesses, visitors and students) who will
Germany. help us achieve our outcomes: younger, first-timers who will
bring the most lifetime value and businesses who will
2 What
generate good growth for London.
On the sectors where London is strongest and will benefit
the most:
5 How
• Financial and business services and Tech By working in partnership with organisations and people
• Innovation & Life Sciences who have a stake in London’s promotion.
• Creative
• Urban
• Tourism 6 Keep
On retaining businesses and talent who may be affected
3 When
On reaching people earlier in their decision making so we
by Brexit.
can influence them to choose London.
Our international network
Toronto
Los Angeles London Paris
New York Berlin
San Francisco Beijing
Munich
Chicago Shanghai
Shenzhen
Mumbai
Bangalore
Leisure Tourism
Leisure Tourism We promote London as the world’s leading leisure destination. We do this through high-impact campaigns, our website visitlondon.com the capital’s official tourism website and through our social media channels
Events and congresses
AREAS OF FOCUS
Product
Pipeline Development Reach & Reputation Business Resilience
Development
CSR – sustainability, Green,
Research & Targeting Why London Partner /Client Interface
Community, Wellbeing
Domestic market added to
US/ Europe as proactive Virtually London Gateway to UK Market Insights
reach
Strong sectoral emphasis Thought Leadership Tech - Hybrid Event Hub Government Updates
Joint partnership working – Expanding network & social
Creative – Immersive /Gaming Knowledge & Expertise
internal & external reachWork we’ve done Sibos 2019 One Young World 2019 European Society of The bid for Sibos in London After winning the bid in Cardiology 2015/2021 was won in 2015 and saw 2017, One Young World 35,000 delegates discussed over 11,500 delegates from saw 2,000 young leaders current trends in heart around the world attend – come to London for its 10- disease treatment and the highest number ever. year event anniversary. prevention.
Major Events
Major Events Animate the City and create reasons to visit, study, work and live in London Over 80 major events take place in London every year Worth at least £400 million a year to London Between 2013-16 Major Events in London worth over £2.2 billion
International exposure Extent of TV exposure based on coverage in: • Europe (Key focus on France & Germany) • North America (inc Canada) • China • India • Growth Markets
Work we’ve done
Major League Baseball ICC Cricket World Cup 2019 Chinese New Year
From promoting MLB's story in We worked with the Cricket World We’ve been a proud partner of
London through Visit London, Cup, GLA and stakeholders across Chinese New Year for over three
helping with city activations and workstreams including fan zones, years. Key areas of delivery
securing the best filming locations spectator experience, comms and include; the official digital home
to PR stunts and business promotion. visitlondon.com/china, the new
hosting; the inaugural games We hosted business programmes event brand design, assisting
were an unmissable opportunity. and used cricket as a way to reach with sponsorship, PR and
students and Indian audiences. marketing through Visit London.
.Major Sports Events 2021
BOXING EUROPEAN UEFA EURO 2020 /
OLYMPIC QUALIFIERS / WIMBLEDON
THE BOAT RACES LAWN CHAMPIONSHIPS
Mar Jun-Jul
ROYAL PARKS HALF
MARATHON FORMULA E
Jul
Future Apr
events
PRUDENTIAL
UEFA EURO 2020
2022: TEN YEARS ON (FROM RIDELONDON
TROPHY TOUR
2012) Aug
May
EUROPEAN PRO CLUB RUGBY
FINALS 2022
UEFA WOMEN'S EURO 2022 NFL LONDON GAMES /
CLIPPER ROUND THE RUGBY LEAGUE
NEW EVENT COMING SOON FOR WORLD YACHT RACE WORLD CUP / VIRGIN
SEP 2022 Jun MONEY LONDON
MARATHON
UEFA CHAMPIONS LEAGUE
FINAL 2024
Oct – NovMajor Cultural Events 2021
BRENT 2020 LONDON
BOROUGH OF CULTURE MASTERPIECE / EURO 2020
/ CHINESE NEW YEAR CULTURAL PROGRAMME
Jan – Dec Jun - Jul
TOTALLY THAMES / LONDON
FASHION WEEK / LONDON
DESIGN FESTIVAL / OPEN
BAFTAS / LONDON
HOUSE / LONDON DESIGN
FASHION WEEK
BIENNALE / HUMAN /
Feb
EARTHSHOT PRIZE
Sep
LONDON GAMES
FESTIVAL FRIEZE
Future Mar - Apr Oct
events PHOTO LONDON / BRIT
BFI LONDON FILM FESTIVAL
AWARDS
Oct
LEWISHAM, 2022 LONDON May
BOROUGH OF CULTURE
CROYDON, 2023 LONDON LONDON TECH WEEK /
WINTER
BOROUGH OF CULTURE ART NIGHT / LONDON
WONDERLAND
DESIGN BIENNALE
Nov - Jan
Jun
NEW YEAR’S EVE
PRIDE IN LONDON FIREWORKS
Jun DecStudy London We promote London and its world-class universities to overseas prospective students. 30% of students in London are international 200 nations represented in London’s student population, contributing to its diversity 114,500 international students study in London
Visitlondon.com Media
Visitlondon.com
38 million visits annually
10 million social 590,000 newsletter
media reach subscribers
920,000 downloads of 73,000 active monthly
Visit London app users of appPandemic impact
Forecasts show the cost of the pandemic so far Updated forecasts from VisitBritain estimate that international visits to the UK are set to decline by 79% for the full year 2020 Overall the pandemic is expected to have reduced domestic UK spend by 49% this year
Visitor
Accommodation
Rentals recovered better
than hotels in London as
visitor needs shifted. The
most resilient type of stay
has been larger properties
for longer duration
Two-thirds of London
Airbnb stays this summer
were from domestic UK
tourists. In summer 2019
less than 30% of London
stays were from domestic
visitors
Source: See TransparentDomestic picture
Domestic
travel intent
As of mid-October,
confidence in the ability to
take an overnight trip in
the UK before February
2021 is at 20-25 percent
We may expect
confidence to have fallen
due to the most recent
restrictions
Confidence in taking a trip
exceeds 50% by April-
June 2021 and beyond
Source: VisitEngland Covid-19 Tracker https://www.visitbritain.org/covid-19-consumer-sentiment-trackerLondon
intenders
16 percent are planning a
trip to London in Late
Winter (Jan – March
2021)
London intenders are
more likely to be families
or young couples, and are
less likely to have been
impacted negatively by
the pandemic
Source: VisitEngland Covid-19 Tracker https://www.visitbritain.org/covid-19-consumer-sentiment-trackerImpact on holiday planning
Need for incentives Reassurance seeking Focus on the last minute
Help to secure booking, for Many people are still immensely Local lockdowns, travel
example, free cancellation, worried by the pandemic. restrictions and quarantines are
transferable bookings, Robust measures to prevent the impacting holiday planning
discounts/ special offers and the spread of Covid-19 are essential
ability to pay in instalments to bring audiences back
helps reassure travellers travelling safely
Source: VisitEngland Covid-19 Tracker https://www.visitbritain.org/covid-19-consumer-sentiment-trackerInternational picture
Travel agent bookings to London fail to pick up
Weekly travel agent bookings are
currently at 7% of levels at this point
in 2019 October 2020 New Bookings to London by Arrival Date
4000
During October, the typical bookings 3000
spike for the Christmas period is
2000
Bookings
muted, and was exceeded by
cancellations 1000
0
The most popular travel dates for
-1000
October bookings are June and July 03-Nov 03-Dec 03-Jan 03-Feb 03-Mar 03-Apr 03-May 03-Jun 03-Jul 03-Aug 03-Sep
Week of Departure
2021. Consumers are booking
hopeful trips that travel will resume
by this point
Source: ForwardKeysWhat is happening in the aviation space?
Air capacity is down Airlines are struggling Quarantine cut are set to
London was 67 per cent down Airlines are losing cash as they help the industry
during October compared to wait for the market to return. The travel secretary has so far
2019. Short-haul travel had a The most resilient airlines have announced an ambition for a
resurgence in summer, now been low cost carriers, whose ‘test and release’ policy to cut
many have quarantine European route networks have quarantine by December 1st
measures been the first to resume
Source: https://www.bbc.co.uk/news/explainers-53221896 , RDC Aviation, https://www.theguardian.com/business/2020/oct/19/grant-shapps-hopeful-test-and-release-will-cut-uk-covid-quarantine-timeInternational
visitor sentiment
COVID-19 is a much more
important factor than Brexit
when it comes to people’s
interest in visiting the UK
However, Brexit is a net
negative factor among
European markets
Concerns around uncertainty
are currently high. Access to
healthcare has become a more
important issue
Source: https://www.visitbritain.org/sites/default/files/vb-corporate/Documents-Library/documents/consumer_sentiment_research_september_2020.pdfForecasts beyond 2020 PwC’s forecast expects a partial recovery for London hotels in 2021, with occupancy rising from just 29% this year to 52% in 2021 Oxford Economics anticipate that a return to 2019 levels of international visitors in London will take until 2024
What is coming up?
International sentiment Domestic tracking London sentiment
A collaboration piece between Utilising the data from We have been tracking the
the national interboards to VisitEngland’s domestic tourism sentiment of Londoners to help
understand sentiment in our key tracker to identify intent to visit develop campaigns such as
markets towards GB and sentiment Because I am a Londoner
alongside identifying target
segmentsTHANK YOU
CURRENT ISSUES: LONDON
Current Situation • International travel continues to be supressed with quarantine measures and lockdowns • Domestic staycations are attracted to coast & country over big cities • Larger events are still prohibited • Consumer Confidence Low • No solid timeline for recovery
#VirtuallyLondon Our Strategy • Curate the best London virtual experiences using Visit London channels as the hub • Aimed at both domestic and International leisure tourism audiences • To inspire our audiences by showcasing London as a city of solidarity, diversity and creativity that engages culturally-curious visitors • Messaging: experience London virtually, come back as soon as they safely can
#VirtuallyLondon toolkit
#LondonLovesEvents Social media focus aimed at showcasing London’s sector strengths, industry trends and our partners & members. Phase 1 Resilience Phase 2 Recovery • Virtually London CVB • Safety & Security • Previous great London Events • Personalities • Experiences • Technology – Virtual & Hybrid • Sustainability/CSR
#LondonLovesEvents Sales Activity • Virtual Tradeshows – IMEX/IBTM/TMS • Virtual Fam trips and destination showcases • Joint Activities with Eurostar/ Airlines • Hybrid Events
CAMPAIGN OVERVIEW AUGUST 2020
Businesses and organisations from across PARTNER SUPPORT: the city have got involved in the campaign in a number of ways Shared the campaign content across social using #BecauseImALondoner Promoted the campaign in-store
Businesses and organisations from across
PARTNER SUPPORT:
the city have got involved in the campaign in a number of
ways Donated outdoor media
© Matt Crossick | PA Wire
Screens at the Icon Outlet at The O2 London Stadium, Queen Elizabeth Olympic ParkWHAT’S COMING UP: AUGUST - SEPTEMBER Paid media promotion New campaign assets, including a hero film, promoted through paid media including outdoor posters and digital screens, digital video and social amplification. Influencers Working with influencers to produce exclusive campaign content covering culture, retail and leisure activities. Visit London channels Curating and creating authentic content for Visit London social channels featuring culture, retail and leisure activities. Partner support Encouraging our partners to share their content to maximise reach and impact of the campaign.
Market 2019 Visits
USA 3.09m
France Market 2019 Visits 1.84m
USA 3.09m
Germany 1.51m
France 1.84m
Italy Germany 1.51m 1.39m
Spain Italy 1.39m 1.21m
Ireland Spain 1.21m 0.75m
Netherlands Ireland 0.75m 0.71m
China Netherlands 0.71m 0.57m
Australia China 0.57m 0.57m
Australia 0.57m
Belgium 0.52m
Belgium 0.52m
Poland Poland 0.52m 0.52m
Canada Canada 0.50m 0.50m
Switzerland Switzerland 0.49m 0.49m
Sweden Sweden 0.46m 0.46m
India India 0.44m 0.44m
Denmark Denmark 0.35m 0.35m
Portugal 0.35m
Portugal 0.35m
Norway 0.32m
Norway United Arab 0.32m
Emirates 0.31m
United Arab Emirates Japan 0.31m 0.31m
Japan 0.31mAbout ECM
The association for Tourist Boards, Convention Bureaux and City Marketing
Organisations in Europe
European Cities Marketing is a non-profit organisation improving the
competitiveness and performance of leading cities of Europe by
providing a platform for convention, leisure and city marketing
professionals to exchange knowledge, best practice and widen their
network to build new business.
European Cities Marketing promotes and links the interests of members
from more than 120 major cities in 39 countries.
headoffice@europeancitiesmarketing.com
www.europeancitiesmarketing.comEuropean Cities Marketing reports Exclusive to ECM members
ECM Education and knowledge sharing Developing people, careers & future leaders • ECM has played a key role in developing the leaders of tomorrow for the past 3 decades through its Summer School run by a member-driven faculty. • London hosted the 2019 ECM Summer School • 2020 special virtual edition • Mentor Programme launched October 2020 • 100 cross-industry mentors for 100 mentees
ECM Knowledge Groups
• City Cards
+ Expert Meeting once a year
• City Marketing – Future Cities
• Digital Destinations
• Meetings Industry
• Research & Statistics
• Tourist Information CentresA NEW TOMORROW
ECM wants to support and empower members during this unprecedented
situation with a new initiative, “A New Tomorrow”.
ECM Covid-19 The DMMO Covid-19
Webinars Collaborative dashboard
Resource Centre Continuity Checklist
DMOs actions Survey Newsletters Covid-19 discussion groupCopenhagen
Barcelona Market Place
German Convention Bureau recent Hybrid meeting
Slovenia Virtual Fam trip
London’s Future as an
International Tourism
Destination...• Global perceptions of how the UK
has dealt with the crises?
• Once travel restrictions are lifted how
can we show we are ready to receive
Questions?
and safeguard international
travellers?
• Increased use of technology and
implications ?
• How will we fight back against
strong competitor activity –
marketing and industry support?
• What funding will be available for
promotional activity – Levelling up
agenda/ London Gateway
• BREXIT- are there now more issues
to contend with – border restrictions
etc?
• Climate Change/sustainability?
• Smarter Travel habits/ Premium
activity?THANK YOU
You can also read
