Rainey Kelly Campbell Roalfe/ Y&R has devised the advertising campaign for a 2m marketing push to promote London that was revealed by The Mayor of London Boris Johnson earlier this week.
The overall campaign goes under the banner “Only in London” and will focus on “unique” experiences available in the city, such as the London Eye and the Wimbledon Lawn Tennis Museum. Teaser ads are about to start and the main activity will break towards the end of April.
The London Development Agency-funded campaign aims to boost visitor levels to the capital. Johnson claims it should deliver a 60m boost to the capital’s economy by the end of the year, following a 600,000 boost as a result of VisitLondon’s winter marketing push.
The LDA funding for the campaign has been earmarked as part of Johnson’s 3bn Economic Recovery Action Plan, which is designed to find innovative ways to boost the city’s economy during the recession.
VisitLondon is currently being run by interim chief executive Sally Chatterjee, who took over the role when former chief James Bidwell stood down earlier than expected last November.
Chatterjee was previously deputy chief executive and oversees all marketing, communications and commercial partnerships for the tourist body. She is contracted to run the organisation until March 2010.