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The London Alliance

Information about the London Alliance.

What is the London Alliance?

The ICAEW is one of a growing number of businesses that have joined The London Alliance in support of the Because I'm a Londoner campaign - a movement aimed at restoring consumer confidence in London.

The London Alliance is a community of businesses from across the city that will help drive a rapid recovery in London's economy; through a campaign that's built on confidence, sustainability and responsible spending.

Bringing together London's businesses, cultural organisations and city authorities, the London Alliance is led by London & Partners, the international trade, investment and promotional agency for London and supported by the Mayor of London, Transport for London and London Councils and activated through the Because I'm a Londoner campaign.

It is open to any London business that wants to use the campaign or support it.

How does the campaign work?

The campaign messaging and imagery will focus on giving Londoners confidence that going out responsibly will be a great experience. This will be achieved by:

  • Reassuring Londoners that going out responsibly is safe for them and others.
  • Showing that businesses are responding to the new aspirations of Londoners as we come out of lockdown.
  • Positioning local spending as an act of solidarity with the city and the right thing to do.
  • Reinforcing behaviour messages around public health, public transport and active travel.
  • The site https://business.london/joinalliance is home to the campaign's free-to-use downloadable assets, from videos to social media posts, as well as ongoing campaign activations – driven by industry insights and in coordination with national and local government.

How can I support the campaign?

You can show your support by:

  • using the campaign materials and encouraging others to do the same
  • spreading the word about the campaign in your networks
  • spreading the word about the campaign to your staff

If you have any further questions about the campaign, please contact Helen McHugh, Head of Business Partnership at London & Partners – hmchugh@londonandpartners.com