London is the world's favourite city, filled with unparalleled history, music, art, culture and the Royal Family. You don't just visit London, you become a fan. This spring we had more reasons to become a Fan of London than ever before. The Queen's 90th birthday, Shakespeare's 400-year legacy, Harry Potter the stage play and of course The Rolling Stones Exhibitionism.

London was becoming the fan capital of the world and we wanted the world's biggest fans to join us in celebrating. So we launched a quest to find them - 4 ordinary people with 4 extraordinary passions. Then we surprised them by inviting them to London to make their dreams come true. Alex met The Rolling Stones, Lori acted in Shakespeare, Christine had a royal visit and the Johnson family became wizards for the day, in a series of 4 documentaries that show why London is the capital of fans.

The documentaries were hosted on a dedicated microsite on our own channel, visitlondon.com alongside articles and product listings – we even created a digital birthday card for the Queen’s 90th. The competition allowed us to collect data.

The documentaries were released to coincide with news events and travel patterns e.g. the royal film, 90 days before the Queen’s 90th birthday allowing time for bookings. Paid media placements included Youtube pre-roll, native advertising on Yahoo, third-party emails via Inflecto driving competition entry and Facebook carousel ads.

Our owned channels and partner channels helped to maximise reach e.g. Warner posted the Harry Potter film on their facebook page, reaching 73m fans. British Airways promoted their thematic fan packages on ba.com and the documentaries were broadcast inflight. Hilton created a microsite to highlight where the ‘real fans of London stay’; they promoted this to their 36m honours members across the US.

The campaign will reach an audience of over 100million with over 4million views of the documentaries. The AVR rate is a staggering 41% (compared to 16-22% previously anticipated, based on a 90 second piece of content).

Within one month, the campaign was Hilton’s highest performing on social and revenue has exceeded investment. We succeeded in making our fans dreams come true, they told us:

Christine: “we are still waking up from this dream, this has been beyond anything we could have imagined.”

Lori: “to be able to connect to a city with the playwright I love the most really was a dream come true.”

Johnsons: “we miss London very much, we talk of nothing else but returning.”

Alex: “I had absolutely no idea what I was in for and the trip exceeded my expectations, leaving me smiling, inspired and ready to rock here.’