VisitLondon debuts virals

VisitLondon has made its first foray into viral marketing with a World Cup-themed campaign to entice British tourists to the capital.

Brand entertainment agency Cake has devised two viral clips, targeting people who love football and those who hate it.

One shows a couple failing to enjoy a romantic dinner while surrounded by ebullient football fans. The second features a football-mad family ruining the sedate atmosphere of a hotel.

Cake head of digital Jez Jowett said the campaign would ‘coincide with World Cup fever’ and encourage those who visit the capital during the tournament to seek advice from VisitLondon’s website.

He added that the aim was to ensure the public make the most of the tournament – whether that means finding the perfect place to watch it, or avoiding it altogether.

The clips have been released to websites such as, and, which are influential in the sourcing and forwarding of viral clips.

Cake is also targeting trade, consumer and national press to drive traffic to

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