VisitLondon is stepping up its activity in the US in a bid to lure sports-mad visitors to the city. The tourist authority will highlight a season of American sports in London in a campaign based on its “Do London like a local” positioning.
The campaign will include radio and online advertising and print advertorials. Themed coasters will also be placed in 230 bars and backlit boards put in 55 bars.
Sporting events taking place in London include an ice hockey match that kicks off the National Hockey League season, between LA Kings and Anaheim Ducks at the O2 at the end of the month.
The National Basketball Association (NBA) is also coming to the O2 with an exhibition match between the Boston Celtics and Minnesota Timberwolves.
London’s US sports season ends with the first NFL American football match to be staged outside the Americas when the Miami Dolphins play the New York Giants at Wembley Stadium.