London in January takes on a vibrant new glow as Visit Tampa Bay steps into the spotlight as the exclusive Destination Sponsor of the 2025 London Art Fair, introducing the city to the creative heart of Tampa.
This collaboration is more than a sponsorship; it’s an invitation to experience the energy and artistry that define Tampa Bay. As part of a broader $1 million-plus marketing campaign in London, the initiative showcases the region’s cultural richness while encouraging UK travellers to explore its distinct vitality.
At the forefront of this effort is Ya La’ford, a celebrated Tampa artist whose bold, geometric compositions speak to universal themes of connection and resilience. Her works, central to Tampa Bay’s presence at the fair, highlight the area’s dynamic artistic identity.
“It’s a tremendous honour to represent Tampa Bay at the 2025 London Art Fair,” said La’ford. “Reflecting the unique history and culture of our region, the Bay area art scene is a vibrant and dynamic tapestry. By showcasing how art fosters connection and creativity, I hope to inspire everyone in attendance to experience the rich beauty and unique sense of community that make Tampa Bay a must-visit destination.”
Santiago C. Corrada, President and CEO of Visit Tampa Bay, joins La’ford for a panel discussion with London-based artist Jason Bruges, exploring the transformative role of public art. Bruges, with one installation already in Tampa and two more debuting this year, brings a cross-continental perspective to the dialogue.
“One of Tampa Bay’s most striking characteristics is the art that incorporates Tampa’s eclectic history and culture, from sculptures to murals, into the landscape,” said Corrada. “We’ve seen first-hand art’s power to connect us to one another, transforming strangers into neighbours and turning neighbourhoods into communities. It’s important to share that experience with others in hopes they can use art to have a similar positive impact.”
Adding a hands-on element to the fair, lifelong Tampa resident Dylan Perry will lead interactive art sessions. Perry, whose vibrant works draw deeply from Tampa Bay’s layered heritage, will collaborate with visitors on pieces themed around ‘Heart’ during an event with Brentford Football Club at the Globe Theatre.
The London Art Fair partnership is one of several strategic initiatives under Visit Tampa Bay’s London marketing campaign. High-impact, out-of-home advertising placements in iconic locations like Waterloo and Euston stations, as well as taxi wraps and digital billboards, are captivating the attention of millions of commuters. In-market representation and activations at major travel trade shows are further bolstering Tampa Bay’s visibility among key audiences.
The campaign also leverages cutting-edge digital tactics, including collaborations with Expedia and Skyscanner, to engage travel planners at critical decision-making stages. Custom landing pages, banner ads, and innovative data-driven targeting are designed to drive travel bookings directly to Tampa Bay.
The campaign extends beyond the art fair. Events with Brentford Football Club and a cultural showcase at the Swan at the Globe provide platforms to tell Tampa Bay’s story in fresh and engaging ways. Collectively, these initiatives will deliver over 45 million impressions, solidifying Tampa Bay’s reputation as a destination of choice.
“Thanks to our tantalising eateries, gorgeous weather, scenic beauty, distinct culture and welcoming spirit, Tampa Bay has gained increasing prominence as a destination of choice for discerning travellers in significant international markets like the United Kingdom and Germany,” said Corrada. “Key partnerships with the London Art Fair and Brentford Football Club are invaluable for reminding our international friends that Tampa Bay is ready to play and welcome them for a world-class visit.”
Running from 22–26 January, the 2025 London Art Fair presents an extraordinary opportunity to celebrate Tampa Bay’s artistic and cultural landscape. Through the works of Ya La’ford and Dylan Perry, visitors will catch a glimpse of a community that thrives on creativity and connection, beckoning them to explore Tampa Bay first-hand.
LONDON ART FAIR opens on the 22th of January, 2025 until the 26th of January, 2025 at Business Design Centre
©2025 Visit Tampa Bay
Art Plugged is a contemporary platform inspired by a relationship with the broader arts communities. We provide our audience with curated insight into the world of art, from exhibitions to artist interviews and more.
