The London Alliance

The London Alliance
The London Alliance
See our response to help rebuild consumer confidence across our city.

The citywide Because I’m a Londoner campaign aims to inspire a recovery in consumer spending in London.

It encourages Londoners to responsibly rediscover the capital and support the businesses, organisations, areas and places that make it one of the greatest cities in the world.

The campaign sees the capital unite through the London Alliance, which provides a boost for business backed by the Mayor of London, Transport for London, local councils, big businesses and major brands across the city.

The Because I'm a Londoner campaign

In response to the businesses and organisations affected by the coronavirus pandemic, the Because I’m a Londoner campaign aims to support London’s culture, retail, hospitality and leisure sectors.

The campaign helps Londoners feel confident to safely and responsibly go out, support London businesses and enjoy leisure activities. It shows that, for those who can, spending in London is a way to support other Londoners and stand in solidarity with the city.

You can get involved by signing up to the London Alliance, which’ll give you access to a wide range of free-to-use downloadable assets, from videos, GIFs and images to social media posts. You'll also be able to register for regular campaign updates, including ongoing campaign activations and more tools to promote your business.

Key campaign results

In November 2020, we conducted an evaluation and asked Londoners how they reacted to the campaign, against our objectives of increasing consumer confidence, visits and spend in London.

The headline results were overwhelmingly positive, showing that the campaign has a real impact and resonates in an authentic way with our target audience. Take a look at our full campaign report [PDF 4.78 MB].

The London Alliance

The London Alliance is a community of businesses from across the city coming together to help drive a rapid recovery in London's economy; through a campaign that's built on confidence, sustainability and responsible spending.

Bringing together London’s businesses, cultural organisations and city authorities, the London Alliance is led by London & Partners and supported by the Mayor of London, Transport for London and London councils.

The London Alliance is open to any London business or organisation that wants to use the campaign to promote their offering or support it.

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