LONDON, ON – Tourism London is proud to announce the launch of “Summer Sounds Better Here”, a bold, cross-border tourism campaign designed to attract American visitors to London, Ontario throughout the summer.
Developed in collaboration with digital marketing agency GIANT Creative, the campaign officially launched in early July and will run through the end of September 2025.
This strategic initiative was created in response to Mayor Josh Morgan’s directive to deliver immediate, high-impact wins that boost local economic activity during the summer. It arrives at a critical time, capitalizing on favourable travel sentiment among Americans and the strong U.S. dollar.
With the Canadian dollar trading roughly 30% lower than the U.S. dollar, London offers American travellers an affordable international escape just a short drive from cities like Detroit, Buffalo and Cleveland. As Canada’s UNESCO City of Music, London’s vibrant summer festivals, culinary experiences, golf getaways and family attractions make it an ideal destination for road trippers.
The campaign leans into London’s musical identity and invites travellers to hear the experience:
“Live music sounds better here.”
“Your golf swing sounds better here.”
“Patio season sounds better here.”
By tying sound to experience, the campaign pulls audiences into the sensory joy of summer in London.
Target Markets:
- States: Michigan, New York, Ohio and Pennsylvania
- Drive-Time Cities: Detroit, Buffalo, Cleveland, Pittsburgh and more
Marketing materials:
The multi-platform campaign features custom creative including:
- Google Search & Display
- Facebook & Instagram
- YouTube Video Ads
- Spotify/Digital Radio
- Print media
- A dedicated campaign landing page: www.londontourism.ca/summer
Media Contact
Sean Murray (he/him)
Director, Culture & Entertainment Tourism, Tourism London
226.980.9196 | smurray@londontourism.ca
About Tourism London
Tourism London, the city’s Destination Marketing Organization since 1996, is a trailblazer in developing real experiences, promoting its vibrant and diverse visitor destination and attracting and hosting people with warm, genuine hospitality. We enhance the reputation of our city and grow the resilience of our sustainable tourism ecosystem by driving tourism visits and spending, collaborating with industry partners and enriching our community.
About London’s UNESCO City of Music Designation
The UNESCO Creative Cities Network (UCCN) strives to promote cooperation with and among cities that have identified creativity as a strategic factor for sustainable urban development. The current 295 cities across seven creative fields work together towards a common objective: placing creativity and cultural industries at the heart of their development plans at the local level and cooperating actively at the international level. London became Canada’s first UNESCO City of Music on November 8, 2021.
A UNESCO City of Music designation is an ongoing commitment to continue developing and strengthening London’s music sector. As an official UNESCO City of Music, London connects and collaborates with the international music community of 58 other cities, elevating London’s local music community. Visit www.LondonCityofMusic.ca to learn more.
