London’s tourist board, VisitLondon, launches its latest campaign tomorrow (Thursday), promoting the cultural, sporting and entertainment events taking place in the capital next month.
The “London in September” campaign is part of VisitLondon’s &£3.2m investment to attract tourists worldwide to London. It comes after a raft of other activity in the wake the terror attacks in July. VisitLondon says the campaign was planned before the bombings, although it does fit in with activity undertaken by others, such as the Greater London Authority and the Evening Standard, to urge visitors not to be put off by the attacks.
The campaign includes a 36-page guide to events around the capital. Some 1.2 million copies of the booklet will be distributed free through national newspapers and the Evening Standard over the Bank Holiday weekend. It is being backed by radio advertising, which features the “if you like… you’ll love…” slogan carried in the guide. The guide is also available from the VisitLondon website.
Rainey Kelly Campbell Roalfe/Y&R and Publicis worked on the campaign, which was planned by OMD UK.