Because I’m a Londoner – Spirit of London Shines Through As London Businesses Come Together To Support City’s Recovery

Because I’m a Londoner – Spirit of London Shines Through As London Businesses Come Together To Support City’s Recovery: BIAL campaign pics

30 August 2020

The Because I’m a Londoner campaign run by London & Partners (the trade, investment and promotion agency for London) continues to support London’s vital culture, retail, leisure and hospitality sectors to thrive after coronavirus 

In a pan-London approach to encourage Londoners to come out and enjoy the city they love, hundreds of businesses and organisations have come together to collectively build consumer confidence and encourage a responsible recovery in consumer spending.  

Launching an inspiring new campaign film, celebrating Londoners and some of the exciting experiences waiting to be rediscovered across the city - from dining out and shopping to visiting attractions - the campaign will be brought to life across digital video, social media, print and out of home advertising, encouraging Londoners to share their London.  

Businesses and organisations across London including O2, L’Oreal, EY, Adam&EveDDB, Salesforce, The Crowne Estate, City of London Corporation, Grosvenor Estate, Shaftesbury PLC and the London Legacy Development Corporation have all rallied round to support and amplify the campaign and help London’s recovery. It will run alongside the Mayor of London’s re-launched London is Open campaign, which is championing the safe reopening of London’s economy. 

Laura Citron, CEO London & Partners, said: “The ‘Because I’m a Londoner’ campaign aims to inspire Londoners, businesses and organisations to get behind and support the city’s recovery. Businesses continue to benefit from campaign support, building on the public’s desire to return to life pre-lockdown, whilst also encouraging safe and responsible behavior. Whether grabbing a cuppa from the coffee shop around the corner, cycling to that museum, or hunting for treasures at the local market, supporting London businesses and organisations is a way to support other Londoners and stand in solidarity with the city as it transitions to living with the coronavirus." 

The Mayor of London, Sadiq Khan, said: “With businesses continuing to struggle as a result of COVID-19, there has never been a more important time to show our support and safely celebrate all that London’s venues have to offer - whether it’s our world-leading galleries and museums, or our wonderful cafes and restaurants.  

“Requirements around social distancing mean that things won’t be returning to what they were before for many months ahead, but a huge amount of work has been done to make our venues and attractions as COVID-secure as possible. I urge every Londoner to do what they can to safely show their support for the venues which make our city so special all across the capital.” 


Because I’m A Londoner campaign highlights include: 

Campaign Film: Available on YouTube and to download 

This short digital film themed around the  Because I’m a Londoner campaign to engage Londoners, it features a range of unique London venues including; Portobello Road Market, Regent's Park Open Air Theatre, Wembley Park, Fortnum and Mason (The Parlour) The View from the Shard, Covent Garden, Greenwich Market (Taste of China) Adam Reed London, Design Museum and Skylight at Tobacco Docks, South Bank  - with support from Transport for London and Santander Cycles . 

Help to encourage Londoners to get out and about by sharing the film across online channels. Make sure to use the #BecauseImALondoner hashtag. 

Piccadilly Circus Lights: Launching 31 August Supported by Heart of London Business Alliance and Landsec, the ‘Welcome to the West End’ digital display showcases the campaign in a full takeover of the whole screen. Head on down to the giant Piccadilly Lights and catch a glimpse of a stunning series of West End images. 

Because I’m A Londoner campaign activity also shines a spotlight on and celebrates  re-openings across London such as museums and galleries, reminding people to make a point of going to that venue they've been wanting to visit, or cycle to a nearby gallery for that much-needed culture fix. The campaign encourages people to step outside and safely rediscover the city: visit regular locals, discover new favourites and explore the places that have been on the list for ages.  

People are encouraged to share stories and experiences using #BecauseImALondoner – current London activities and re-openings include:  

Cycling the City: (29 August onwards) 

Visit London has invited Londoners to rediscover their city through cycling by illustrating just one of many Cycleways in the capital via a series of Instagram stories, Stopping by many of London’s cultural institutions along the way, the stories takes viewers on a journey from King’s Cross all the way to Regent Park, taking in The British Museum, The British Library, ZSL London Zoo and The Canal Museum on Lime pedal bikes. As London moves towards more sustainable modes of travel during its recovery phase, popularity of bike sharing schemes such as Lime and Santander Cycles have grown immensely. An alternative to public transport, bike sharing schemes allow Londoners to get from one place safely to the next while taking in the sights that would have been otherwise missed onboard a vehicle.  

Culture Club: (24 Aug onwards) 

Electronic: From Kraftwerk to The Chemical Brothers at the Design Museum  

The beat goes on at the Design Museum with their new exhibition Electronic: From Kraftwerk to The Chemical Brothers. Evoking the experience of being in the club, this new exhibition will transport visitors through the people, art, design, technology and photography that have been shaping the electronic music landscape. Electronic will be running until 14 February 2021. Tickets can be pre-booked here. 

Science Museum - (Re-opening)  

The Science Museum welcomed back visitors on 19 August to tell more stories of the extraordinary human achievement and technological advances that have helped humanity overcome challenges throughout history. Entry to the museum is free, but visitors must pre-book their tickets in advance here.   

Warner Bros. Studio Tour London – The Making of Harry Potter (Re-opening)  

Witches, wizards and muggles can rejoice with the reopening of Warner Bros. Studio Tour London – The Making of Harry Potter on 20 August. With a number of new safety measures in place designed to prioritise social distancing, Hogwarts welcomes back Harry Potter fans to experience the Wizarding World for themselves. Tickets are now available from 20 August 2020 to 30 June 2021 and can be pre-booked here.  

Sleepless, a Musical Romance – A Socially Distanced Run  

Premiering at Troubadour Wembley Park Theatre, Sleepless is the enchanting new romantic musical comedy based on the original story and screenplay of the rom-com classic Sleepless In Seattle. Running for a limited season from 25 August, theatre capacity will be reduced and seating will be arranged to comply with government social distancing regulations. Tickets can be pre-booked here.  

The British Museum (Re-opening)  

On 27 August, The British Museum will be opening their doors again for visitors looking to experience two million years of human history. The museum is re-opening with a new one-way route signposted through the Museum, new hand sanitiser stations and extra cleaning measures. Entry to the museum is free, but visitors must pre-book their tickets in advance here.    

Eating & Drinking: 

Embrace the “new normal” and support the local neighbourhood by having a drink at a local pub or a rooftop bar – making sure to observe the latest social distancing rules.  

Photocrowd Photography Competition  

The winners of the Visit London - London’s official city guide - ‘Because I’m A Londoner’ Photography Contest are also announced on Monday 31 August. The free to enter #BecauseImALondoner photo competition (which closed 21 August) encouraged participants to share what they love about London. Coinciding with the opening of many of the things that Londoners have been patiently waiting to see and do, it aimed to encourage residents to safely explore their own areas. Entrants did not need to be professional photographers to join the contest, just have a phone or camera at the ready.  

The competition was judged by leading photographer and Founder of, Misan Harriman, Museum of London’s curator of photographs, Jilke Golbach, Justine Simmons OBE, Deputy Mayor for Culture and Creative Industries, Mayor of London’s Office and Laura Citron, London & Partners CEO. Entrants have the chance to win photography equipment, photography books and have their work displayed on the Museum of London website. 

The public are encouraged to share stories and experiences as they rediscover the city using the #BecauseImALondoner hashtag on social media. 

For further up to date campaign activity details please go to 

Follow the latest rules when revisiting some of the go-to spots and discover new favourites in London - just remember to stay safe, be responsible and follow the latest social distancing guidelines when out and about. 

Notes to editors

Media contact:  

Contact: Nicola Osmond-Evans, Head of Communications 

Tel:07985800108 Email: #BecauseImALondoner 

HIGH-RES IMAGES/VIDEO: Available to download here: DropBox 

The Campaign will:  

  • Give Londoners confidence that going out responsibly will be a great and safe experience.  
  • Help Londoners support businesses which are currently struggling, in industries including hospitality, retail and leisure.  
  • Encourage Londoners to share their passion for the city, giving others confidence to experience it too. 
  • Join businesses across London in a social conversation highlighting London’s amazing local areas, using the hashtag #BecauseImALondoner 

Campaign Film transcript: 

It’s because I’m a wheeler. A dealer. A bit of a show stealer. Because I’m always on the ball. I’m about to finish this all. I’m a thousand feet tall! I’m a style bar raiser. Trail blazer.  Your go to mane tamer. It’s because I’m a wonderer. Not your average customer. It’s because…I’m a Londoner. I'm a Londoner. Londoner. Londoner. Because I'm a Londoner. Endframe: Share your London #BecauseImALondoner 

About London & Partners and is the official visitor guide to London and is run by London & Partners, London’s international trade, investment and promotion agency. Its role is to promote London internationally as a leading world city in which to visit, study, invest, grow and meet. Its mission is to tell London’s story brilliantly to an international audience. 

London & Partners is a not-for-profit company. We are half funded by the Greater London Authority (GLA) and half from other sources including commercial activity. For more information visit is a comprehensive resource for everything that is happening in London. At any one time, this includes 20,000 event listings, plus content designed to inspire and assist visitors. is available in English, French, Italian, German and Spanish. Each month attracts more than 3.5m visits and its social media channels have 1.75m followers. For more information visit  

Any London business that wants to use the campaign or support it – can sign up here: 

Fast Facts: 

  • Hospitality, culture, retail, leisure, and tourism employs one in five Londoners and generates £62bn GVA.  
  • These sectors employ disproportionately vulnerable and under-represented Londoners. 
  • Loss of employment and a decline in real wages in these sectors will therefore have particularly severe impacts for vulnerable communities.  
  • Businesses in these sectors are highly exposed to cash flow, consumer demand and find it more difficult to borrow.    
  • These sectors create the culture and lifestyle which underpin London’s global competitiveness for talent and investors. 
  • The capital is home to almost a quarter of a million SMEs in sectors which could benefit from, including retail, food, hospitality and the creative industries, employing about 800,000 people. Many have seen their income fall dramatically as a result of the restrictions introduced to limit the spread of coronavirus.   


Nicola Osmond-Evans

London & Partners Media & PR Team

Tel:+44 (0)20 7234 5710

Tel:+44 (0)20 7234 5800