Major push to boost London tourism after attacks

A multi-million pound marketing and PR campaign aimed at attracting domestic and international visitors to the capital has been launched by Visit London.

The promotion comes in the wake of last month’s terrorist attacks and forms part of an “Everyone’s London” campaign launched by Mayor Len Livingstone and the tourist body.

Initiatives include:

*A ‘London in September’ campaign, launched on August 25, promoting free festivals and events happening across the city throughout the month. The campaign includes a ‘London in September’ mini guide, downloadable from the Visit London website site as well as being distributed in national newspapers in London and the South East over the August bank holiday weekend, nationwide radio advertising and radio promotions and consumer e-newsletters. A special ‘London in September’ section at www.visitlondon.com will also include special offers and added incentives to visit London.

*An international drive across the US and key European markets, including radio, online, print, magazine and outdoor advertising and US radio stations broadcasting their shows live from London in mid-September, to stimulate bookings from the long-haul market, where the booking window tends to be three months.

*A special offers section at www.visitlondon.com, updated daily, offering deals at attractions, hotels, restaurants and theatres to encourage people to visit the capital now. Offers include hotel rooms from £41.95 a night, theatre tickets with pre-theatre dinner for £19.50 and children-go-free at many attractions

Visit London consumer research in domestic and international markets shows “extremely positive” attitudes towards London, claiming that it is buzzing, cosmopolitan, and dynamic. September campaigns are aimed at those visitors most pre-disposed to visit at present –  London and the south-east and international. Research has guided Visit London to target the wider domestic market in October and November.

Visit London CEO James Bidwell: “Visit London’s autumn campaign is designed to re-boot London’s visitor economy, with a combination of domestic promotional activity, which will stimulate immediate visits, together with strategic advertising in our international markets.

“These initiatives are based on robust industry and consumer feedback to ensure their effectiveness. Visit London’s objective is to convey the amazing array of events and experiences, happening every day in London. London remains the world’s number one city destination and the best place in the world to be this autumn”.

Report by Phil Davies