No longer is it enough for tourism campaigns to show a few nice shots of the city or country in question and tell people to go there. Stunts are the name of the game now -- and they don't come much bigger than this one for Visit London, the tourism brand from London's promotional marketing board London & Partners.
Via agency The Brooklyn Brothers, it ran a social media contest last autumn encouraging people to audition to become "London's Official Guest of Honor" by submitting a film or photo describing their perfect day in London.
This film, launched today on YouTube, shows the winner -- Adaeze Uyanwah, a teacher and creative writer from California -- experiencing London as surely no normal tourist ever will. Her highlights include visiting London's Science Museum with Professor Stephen Hawking; taking afternoon tea at Lord's Cricket Ground with Downton Abbey's butler, Carson, played by actor Jim Carter; opening Tower Bridge and (of course) meeting London Mayor Boris Johnson. The film, directed by Rupert Murray of production company You Are Here, ends by inviting people to apply for next year's contest. Form an orderly queue, please.