London Mayor Boris Johnson has launched an international tourist campaign which he claims could deliver up to £60 million in additional income to the capital’s economy this year.
Funded by the London Development Agency (LDA) the £2m marketing campaign is called “Only in London” and focuses on the capital’s sights and attractions. It will be launched in the UK at the end of April and then rolled out across international markets in the summer.Mr 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.”
LDA chairman Harvey McGrath added: “We are treating the challenges faced by London’s business community in the current economic downturn as our highest priority.”
The campaign is likely to feature radio, online, press and outdoor advertising.