LDA plans single brand to sell London internationally

The London Development Agency (LDA) is aiming to streamline the way the capital is marketed and sold internationally.

At present, bodies representing London use a wide variety of emblems and signage for their communication.

Industry-led steering group Team London, which will include representatives from organisations such as the British Tourist Authority and be led by the LDA, is to decide on the feasibility of a unified London brand and icons. If the project is approved the LDA will appoint a branding development agency by late summer.

The LDA was created in June 2000 as part of London’s new governing structure, with a brief to co-ordinate the economic regeneration of the city. It reports to London mayor Ken Livingstone and has a budget of &£300m. One of its responsibilities is to channel the funds granted by the Department of Culture Media and Sport to the London Tourist Board.

A spokeswoman says: “LDA is exploring whether it is possible to give London a brand identity that everybody can use to improve the way London is marketed, and to sell London internationally.”

The LDA presented a three-year strategy for regenerating tourism in London to the mayor’s office in March.

The body has recently granted &£21m grant towards the cost of building a new national football stadium at Wembley. The Department of Trade and Industry has approved the &£715m rebuilding project.

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