London lacks lucre for tourism

The London Tourist Board is launching a “major” ad campaign in Europe and the US, and the total spend is a whopping 1.3m. It will be handled by two French agencies, Publicis and Pavloff & Associates (imagine any similar French, or for that matter Scottish operation, being so free from xenophobia that it would use a foreign agency; well done LTB).

Now, to the impoverished urbanite who is the Diary, 1.3m is a lot of money, but in the great scheme of marketing it’s a pittance – less than four per cent of the spend of one of the LTB’s foremost partners, British Airways, for instance.

The LTB says foreign visitors to the capital spend 7bn a year, providing London with eight per cent of its gross domestic product. Despite these figures it’s actually falling behind in the world city tourism league. So, to shame all those companies which benefit from foreign lucre without giving anything in return, the Diary says to the LTB: “Here’s a pound. Don’t spend it all at once.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here