Visit London is set to reveal a new business tourism brand positioning for the capital at the London Venue Expo show (ExCeL London, 28-29 June). Visitors to the show will be the first to see the new branding in action.
The new approach will present the reality of London as the most inspirational city in the world and highlight the unique expertise of Visit London in creating events to match. The result will be clear brand differentiation, which will be marketed on a global scale to the business market.
Visit London’s Brand Manager Liana Dinghile said:
‘Business visitors spend £2.8bn per annum in London, and with the help of Visit London’s expertise thousands of businesses realise the potential this unique and powerful city has to offer. To reflect this, we have developed a challenging brand positioning that will cut through and inspire on a global scale.’
Visit London worked with brand and design agency Dragon to develop the new positioning.
Saskia Diemer, Senior Consultant at Dragon, added: ‘The attitude and brand approach of Visit London is truly unique and we’re confident that the new positioning will be a source of inspiration and value for their clients, business partners and own people - now and in the future.’
The brand positioning is based on the idea ‘Visit London. Unlock your potential’. The creative team was led by Dragon’s Design Director, Keshi Bouri.