24 March 2009

London in Ã&#pound;2m global tourism push

A £2 million international marketing campaign to boost overseas visitors to London has been unveiled.

Mayor Boris Johnson launched the promotion on the first day of British Tourism Week.

The campaign is expected to deliver an additional £60 million worth of benefits to the whole London economy by the end of the year.

It follows on from Visit London’s £600,000 winter marketing campaigns which are estimated to have returned £6.7 million to the economy.

Funded by the London Development Agency, the global campaign will be called "Only in London".

It will focus on the unique and exceptional experiences, sights and attractions that make the city such a popular destination for visitors from all over the world.

It will also encourage Londoners to enjoy the diversity of their own city.

Launching in the UK at the end of April, the campaign will then be introduced across key international markets in Europe and North America during the summer.

Media for the campaign is to be confirmed but is likely to feature radio, online, press and outdoor advertising.

The theme was developed following Visit London’s extensive research into the city’s key visitor markets. This found that people were keen to come to the capital but wanted to be stimulated by London's unique offering at a good value price.

Johnson said: "Only in London can you visit the historic Houses of Parliament in the morning, ride the London Eye in the afternoon, and see a wonderful West End Show before deciding which of the world’s cuisines to sample in its many restaurants.

"As well as the massive choice of things to do and see, our overseas visitors will find London even greater value for money today.

"They’ll see that their travel budget buys so much more in London and the only limit to their enjoyment will be not having enough hours in the day to fit it all in.

"Visit London interim chief executive Sally Chatterjee said: "Only in London is a confident and recognisable phrase that we know rings true with people who both visit and live in the city.

"What’s often familiar to us is very special to visitors. It’s a great way of reminding the world and ourselves of the sheer range and depth of attractions, events and history that make our wonderful city unique.

"London Development Agency Chair Harvey McGrath said: "The LDA is treating the challenges faced by London's business community in the current economic downturn as its highest priority."The promotion of London is a core part of the LDA's role to promote London's economy.

"We are providing additional funding for Visit London as part of the Mayor's Economic Recovery Action Plan, and attracting additional visitors to London is a highly cost-effective way to provide a vital boost to London’s economy."

To celebrate the campaign announcement, Visit London has also launched "Only in London 100" - one hundred examples of what makes the capital a unique place in the world to visit.

by Phil Davies