One of the immediate challenges following the lifting of lockdown was to encourage visitors back into Westminster. Many businesses relied on the footfall from the thousands of visitors who were staying away from the West End.

The idea was to turn the negative into a positive: It was the best time to visit the west end as it was exceptionally empty and quiet. "See The West End Like Never Before" was used across all materials and the hashtag, #SightseeCrowdFree.

​The campaign won the Hermes Creative Platinum Award 2021 in the category: Public Relations/Communications | Strategic Programs | Communication/Marketing Campaign 2021