VisitLondon.com has teamed up with visual bookmark site Pinterest to showcase and boost consumer engagement with Christmas tourism and visits to the capital.
Named Christmas London Moments, the campaign asks users from around the world to create "inspiration boards" on the subject of London, encouraging visitors or potential visitors to pick their favourite things to do, and plan their dream trip. All boards entered into the website's contest will have the chance to win a four-night trip to the capital.
The online engagement is also driving measurable interest: the campaign follows an increase of 34% in 2014 on VisitLondon.com's Christmas pages compared with the same period for 2013 - totalling 1.85m visits. Traffic is only expected to increase over the 2015 period.
Julie Chappell, chief digital officer for London & Partners, said: "We are delighted to be working with Pinterest. Christmas is such a magical time of year for the capital. Whether it's glittering lights, bustling markets or festive department store displays, entrants will be able to get creative and share their favourite London moments online for a chance to win their dream trip to our wonderful city."
Adele Cooper, Pinterest's UK country manager, said, "We're thrilled to be collaborating with VisitLondon.com. Pinterest is a great source of ideas for all aspects of your life and we're already seeing a 50% increase in [London Christmas] ideas, compared to this same time last year."
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