WINNER: London's Official Guest of Honour by The Brooklyn Brothers
The competition offered one person the chance to experience the city through extraordinary moments, which could be shared through paid, owned and earned media as well as via a series of short documentaries featured on VisitLondon.com.
The experiences were truly exceptional and aimed at a global audience. 20+ partners and nine celebrities were enlisted to create the unique itinerary, uncluding Mayor of London Boris Johnson, Professor Stephen Hawking, Downton Abbey actor Jim Carter and ballerina Darcey Bussell.
The marketing and media efforts led to 27 million+ views of the films, 2.4 million visits to VisitLondon.com, and an engaged audience driving 749,000 applications to win their own trip to London.
The campaign's PR activity generated media coverage across 42 countries. In the UK, the campaign reached 66% of adults.