Guest of Honour Campaign

Helping secure record numbers of visitors to London

Guest of Honour

We gave our winner the trip of a lifetime and showed the world the best of what London has to offer.

A world beating, award-winning campaign

A global competition — harnessing London’s top attractions and stars — to boost inbound tourism and help secure record numbers of visitors to London.

In a nutshell

1bn

opportunities to see the campaign

749k

competition entries

27m

video views

£5.6m

value of media coverage

My family were trying to decide where to go on vacation. I showed them this video. We all agree it will be London.

YouTube comment on Guest of Honour wrap up video

We devised a competition to capture the world’s imagination: a contest offering a whirlwind two-week stay in capital, featuring a red carpet arrival, meet-ups with VIPs and trips to famous landmarks. Contestants had to describe their perfect day in London using just 70 words and a short film.

US citizen Adaeze Uyanwah, 24, was the winning ‘guest of honour’ and her itinerary featured taking to the stage in a West End show, visiting the Science Museum with Professor Stephen Hawking, raising Tower Bridge, tours of the Royal Opera House, the Houses of Parliament and ZSL London Zoo, and a Michelin-starred feast.

Key results

  • Reaching 300m people worldwide with 1bn opportunities to see
  • Guest of Honour was London & Partners’ most successful leisure marketing and PR campaign to date
  • Campaign scooped World Media Award for Travel and Tourism 2016

World Media Award winners

London & Partners took the top prize at the inaugural World Media Awards in 2016

Read more

Inbound tourism continues to be the fastest growing sector of the tourism industry – one of Britain’s most successful export industries that delivers jobs and growth across Britain. We are delighted to have played our part in delivering this success.

Patricia Yates, Director of Strategy and Communications at VisitBritain, a campaign partner