London & Partners convened an Alliance of over 600 London businesses to launch the city-wide, ‘Because I’m a Londoner’ campaign this summer to build consumer confidence and encourage consumer spending.
Key activity points for the campaign included the summer holidays and October half-term. The Christmas phase of the campaign was underway, encouraging Londoners to safely and responsibly explore London’s attractions, but has been paused while London is in Tier 3.
London & Partners used an external research agency to measure the outcomes of the campaign between July-October. Evaluation of the campaign shows it was highly effective. The campaign successfully achieved a 5% absolute increase in consumer confidence. Polling indicated that 58% of Londoners who were regular users of hospitality, retail and leisure facilities before coronavirus were aware of the campaign. Those Londoners spent on average £51 more on leisure than those who didn’t see the campaign.