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Mayor of London Boris Johnson and Downton Abbey’s Jim Carter appeal to ‘culture seekers’ in tourism ad

Mayor of London Boris Johnson and Downton Abbey actor Jim Carter star in the latest campaign from the city’s official promoters London & Partners that targets travellers seeking a cultural destination.

The ad, which launches the organisation’s 'Autumn Season of Culture', adopts a typically British, understated tone as Carter matter of factly highlights the city's top attractions including “our award-winning West End theatre” and “walls, walls of inspiring and groundbreaking breaking art”.

To ram home the point, the Brooklyn Brothers-created ad serves up behind-the-scenes from London’s top museums and tourists spots, while also offering a glimpse of a Russian lunar lander space capsule being lifted into the Science Museum for an upcoming exhibition. Mayor of London Johnson can also be seen taking a sip of (presumably tea) as he gazes out over the city from his office on the South bank.

It’s an approach that tries to encapsulate tourists’ perceptions of the city but in a way that playfully offsets the country’s modest nature to other destinations.

Chris Gottlieb, chief marketing and communications officer at London & Partners said: “This campaign is all about showing what London has to offer during the Autumn Season. The city is brimming with incredible cultural events, something we wanted to whet our global audiences’ appetite with. The film absolutely encaptures this with a touch of London charm and wit.”

The film looks to build on the popularity of last November’s 'The Official Guest of Honour', which reached a global audience of more than 300 million.

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