The #LondonIsOpen campaign won the Best Marketing Award at the International Congress and Convention Association (ICCA). The award was announced at the ICCA Congress in Kuching and was for promoting the city following the UK vote to leave the European Union.
The campaign, launched by Mayor of London Sadiq Khan and supported by convention bureau London & Partners, aimed to show the world that London remains open, entrepreneurial, international, and full of creativity.
The campaign was designed to change the narrative around the referendum by providing a positive voice for London, as well as capitalising on a more favourable exchange rate, resulting in a 41%, which the bureau claimed had contributed to an increase in convention bureau enquiries between June and September.
The Mayor of London said: “We will always be creative, outward-looking, open to people from different backgrounds and full of opportunities and nothing will ever change that. We have worked with so many partners across the city to make this campaign such a huge success.”
Best Marketing Award chairman of the judging panel Patrick Delaney added: “In these turbulent times, London’s entry was a fantastic example of a destination proactively reacting to a significant change in the political and social landscape. The campaign demonstrated the power of uniting the whole community including key political figures and stakeholders behind a single united brand message.”