The Mayor is set to firmly restore some much-needed enjoyment in the capital, as he announced today the city’s largest-ever tourism campaign, entitled Let’s Do London.
Revealed during the Mayor’s speech today held at Shakespeare’s Globe Theatre, and supported with a £6m investment, the year-long campaign will unite the capital’s world-leading hospitality, culture, nightlife and retail venues to promote all that London has to offer.
The campaign will kick off with two brand new spectacular public art installations gracing the capital this month in celebration. From 10th – 16th May, one of the UK’s most influential artists, David Hockney, will be taking over Piccadilly Circus underground station, reworking TFL’s iconic roundel with specially made digital artwork.
And London-based multidisciplinary artist Yinka Ilori will be transforming central London into a huge outdoor art gallery, injecting colour into the city’s pavements with a temporary streetscape series in central London and the City of London, supported by Bloomberg Philanthropies’ Asphalt Art Initiative.
The annual programme will kick off with a celebration of the food and drink on offer in the capital with the help of world-renowned chefs and foodies. Timed alongside the excitement of UEFA Euro 2020, summer will see a great range of family friendly events and ‘London Lates’ taking place with new outdoor film screenings and extended openings for museums, galleries and other cultural venues. This includes the Royal Opera House ‘Unlocked’ taking over the Covent Garden piazza, Shakespeare’s Globe staging ‘Midnight Matinees’ with performances starting at 11.59pm , and outdoor film screenings curated by BAFTA and the British Film Institute. In the Autumn, major creative festivals such as London Fashion Week, Frieze London, London Design Festival and the 65th BFI London Film Festival will return.
Let’s Do London has been created in response to tourism all but disappearing from the face of London’s once-thriving economic landscape as a result of the pandemic. Recent City Hall analysis of forecasts by VisitBritain showed that consumer spending in central London by overseas tourists was £7.4 billion lower throughout 2020, while domestic tourists will have spent £3.5 billion less. More than 300,000 Londoners have lost their jobs in the past year.
A fitting place for the announcement of the campaign, Shakespeare’s Globe Theatre was itself closed for long periods during pandemics in the 16th and 17th centuries, a symbol of the city’s resilience as it remains a crucial cultural landmark that attracts tourists from all over the world. It reopens with A Midsummer Night’s Dream on 19th May.
There will be further exciting announcements across the year to showcase London’s world class attractions and hospitality businesses, as well as the city’s grassroots venues and organisations, creative freelancers, artists and performers as the programme continues to develop.