VisitLondon is launching a £1m marketing campaign in North America, but insists the timing is not linked to last month’s security alerts at UK airports.
Marketing director Martine Ainsworth Wells says the campaign was planned before the alerts and adds that it would have gone ahead even if research showed Americans were wary of travelling to the city.
She says: "We wouldn’t dream of not doing anything even if there had been a negative response. My attitude is to go right back in there and remind the audience why London is such a fantastic destination."
The multi-channel campaign includes radio, print, online, outdoor and ambient activity. Breaking next month, it is aimed at 35- to 55-year-olds without children and will focus on cities including New York, Boston, Los Angeles, Toronto and Vancouver.
The campaign continues the "If you like… you’ll love" theme and focuses on landmarks and culture, and shopping in the capital. It has been created by Rainey Kelly Campbell Roalfe/Y&R, with media planning and buying by OMD.
VisitLondon, the government-funded organisation charged with promoting tourism in the capital, has conducted research which shows that nine out of ten North American tourists would contemplate a trip to London within the next six months despite last month’s airport security scares. Three-quarters would not change their behaviour due to terrorist threats, the research claims.
Marketing activity is also planned in Europe and Japan from November.