Your emphasis on the size of the launch budget for the London Tourist Board’s international campaign (Diary MW October 18) shows a startling lack of vision.
The “London’s Wild” concept is a refreshing and welcome initiative to open new markets of foreign visitors for the capital, and has already been recognised as such by innovative marketers like British Airways, Radisson Edwardian Hotels and Eurostar.
These companies are employing partnered international campaigns which will substantially boost the LTB’s efforts. Our joint London’s Wild/Radisson Edwardian campaign is just breaking in the US, Europe and Australasia and will continue well into 1997.
Our client anticipates excellent new business for its hotels – and for London as a result of the LTB initiative, and is prepared to back its judgement with hard cash support.
If London is wild, it has every right to be.
The Knight Company