The London Alliance

A woman smiles while standing outside of a cafe with a coffee cup in hand.
The London Alliance and Because I'm a Londoner campaign. Credit: London & Partners/Peter Kindersley. Image courtesy of London & Partners/Peter Kindersley.
Learn how our campaign helped to rebuild consumer confidence across the city through the London Alliance.

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

Launched in response to the coronavirus pandemic, it encouraged 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 saw the capital unite through the London Alliance, which provided 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 supported London’s culture, retail, hospitality and leisure sectors.

The campaign aimed to help Londoners feel confident to safely and responsibly go out, support London businesses and enjoy leisure activities. It showed that, for those who could, spending in London helped to support other Londoners and stand in solidarity with the city.

Businesses could get involved by signing up to the London Alliance, which gave access to a wide range of free-to-use downloadable assets, from videos, GIFs and images to social media posts via a dedicated self-serve portal.

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 had a real impact and resonated in an authentic way with our target audience.

Take a look at our full campaign report [PDF 4.78 MB].


engagements with campaign content


positive sentiment score


increase in consumer confidence


uplift in the frequency of going out


uplift in spend

£ 0

equivalent additional spend per person

*Londoners who saw the campaign between July and October 2020

The London Alliance

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

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

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