What do Kansas City and London have in common? On the surface, not much – one is known for jazz, BBQ and American football, the other for Big Ben, afternoon tea and double-deckers. But in a bold marketing twist, Kansas City’s tourism board brought a slice of the American Midwest to the streets of London by launching a vibrant advertising campaign across the capital’s buses.
Wrapped in imagery of Kansas City’s skyline with the friendly slogan “From the Heart,” these iconic buses became moving ambassadors for a destination thousands of miles away – and served as a masterclass in how tourism boards can market globally. With the upcoming FIFA World Cup capturing global attention, it’s the perfect moment for other destinations to adopt similar strategies.
Why London Buses?
London buses aren’t just transport – they’re culture on wheels. With over 2 billion annual passenger journeys, they offer tourism boards the opportunity to reach a diverse, international, and highly mobile audience. Whether it’s a Londoner commuting to work or a tourist hopping between attractions, your message travels with them.
In the case of Kansas City, the decision to advertise in London was strategic. The UK remains a key market for transatlantic travel, and during major sporting seasons or cultural events, London’s footfall increases significantly.
Kansas City's Eye-Catching Campaign
The Kansas City tourism board rolled out full-wrap double-decker bus ads across central London, adorned with visuals of the city’s skyline, arts scene, and cultural highlights. The “From the Heart” tagline aimed to convey both authenticity and hospitality – characteristics central to the city's brand.
While the campaign may have looked simple on the surface, it was a savvy, multilayered execution:
- Visually bold to stand out in the cluttered urban environment
- Emotionally warm to resonate with British audiences
- Geo-targeted to appear on key central routes with high footfall
What Tourism Boards Can Learn – Especially Ahead of the FIFA World Cup
With the FIFA World Cup just around the corner, there’s no better time for destinations to begin building brand awareness among global travellers. International sporting events create surges in travel intent, making this the ideal window for tourism boards to plant seeds in the minds of potential visitors.
Here’s how you can apply Kansas City’s model:
1. Use Global Cities to Reach Global Travellers
Advertising in cities like London gives you access to a cosmopolitan audience. In the months leading up to the World Cup, football fans, media professionals, and influencers will already be on the move – so why not be part of their journey?
2. Get Creative with the Medium
London buses offer full wraps, superside panels, rears, and even interior cards. Wraps, like Kansas City used, deliver the highest visual impact and are perfect for storytelling.
3. Tie Messaging to the Moment
Even if your city isn’t hosting a match, you can connect to the World Cup spirit. For instance:
- “Where football stories begin – Visit [Your City]”
- “From pitch to paradise – Discover [Destination] beyond the game”
4. Plan Pre-Event Visibility
Start early. Getting into the minds of travellers before they book tickets is vital. Just like World Cup sponsors launch campaigns months in advance, destinations can ride the wave of anticipation and travel planning.
5. Use Tech to Track Engagement
QR codes, FIFA-themed landing pages, and hashtag campaigns can help you measure impact and boost engagement. Encourage users to snap a pic of your bus and tag it for a chance to win a travel experience.
Combine with Digital for Even More Reach
Pair your London bus campaign with geo-targeted mobile ads, social media promotions, or YouTube pre-rolls targeting sports fans. The synergy between physical and digital presence makes your message hard to ignore.
Kansas City proved that bold storytelling and smart placement can create international buzz – all without a UK office or a football stadium. As the world turns its gaze toward the FIFA World Cup, now is the perfect time for other tourism boards to get creative and go global.
With the right strategy, a bus in London could be the vehicle that drives visitors straight to your destination.
