London was experiencing 50% fewer visitors due to international travel restrictions in the pandemic. Many attractions were also closed for several months in 2021. This case describes how the London Tourism Recovery Board aimed to trigger British-based visits to London. The LTRB unified businesses and lobbied government to secure additional funding for a communications platform, #LetsDoLondon, to deliver a high impact, regionally tailored marketing campaign to stimulate the highest potential pockets of high value demand. Marketing recruited an incremental 280,000 valuable visitors, worth £70m in additional visitor spend.