Placing Lumiere London on the international media platform

London & Partners are the official promotional company for London. We have worked with them very successfully over the past few years in generating top tier international broadcast coverage promoting London as the world’s top tourist destination.

Having successfully helped them launch the initial Lumiere London in 2016, this year we were asked to generate even greater international broadcast coverage for the 2018 event which involved over 50 artists transforming night-time London into a winter wonderland of artistic light installations.

Our task involved reinforcing the global consumer opinion that London is a must-see touristic destination, in particular targeting US, European, Middle Eastern and Chinese consumers. 

We invited international TV crews and reporters based in London to cover the event and they came in great numbers. We also set up filming and interview opportunities that focussed on their national interests and provided compelling video content for media owners who wanted to cover but couldn’t attend.

17 news all the way from Germany, China, Brazil, Mexico, Italy, Australia, Canada, USA and Middle East, to name a few, filmed the launch in Leicester Square and on location at various installations over 4 days. In addition, 22 international broadcasters requested the B Roll we created.

244 separate TV channels and websites ran footage of Lumiere London. TV-wise, we’ve secured 4 Global, 3 Pan Regional, 11 National and 58 Regional US TV channels. Our campaign saw great success online on 21 global, 18 x national and 129 UK regional websites. 14 foreign broadcasters also took the B-Roll, many mixing it with footage from their own. The ROI on this occasion was at least 20:1.