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VisitLondon.com has teamed up visual bookmarking site Pinterest as part of a new Christmas campaign.
‘Christmas London Moments’ aims to increase audience interaction with festive content across VisitLondon.com and its social media platforms.
A competition to ‘Pin Your Dream trip’, will ask users from around the world to create London inspiration boards during the Christmas period.
Pinterest users will be able to create and enter their festive London boards until January 1. All boards will be entered into the competition, which will see one winner will receive a four-night trip to the capital.
Julie Chappell, chief digital officer for London & Partners, the official promotional organisation for the capital which runs VisitLondon.com, said: “We are delighted to be working with Pinterest. Christmas is such a magical time of year for the capital, and we have a huge variety of festive content to capture the public’s imagination, bringing to life all that city has to offer during this time.
“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.”
Traffic to VisitLondon.com’s Christmas pages increased by 34% last year over the same period for 2013 to total 1.85m visits.
The Pinterest collaboration is set to drive traffic further this Christmas.
Pinterest UK country manager, Adele Cooper, said: “We’re thrilled to be collaborating with VisitLondon.com to help people discover and save the activities that would make up their dream London holiday.
“Pinterest is a great source of ideas for all aspects of your life and we’re already seeing a 50% increase in ideas being pinned around what to see and do in London during the Christmas season, compared to this same time last year.”