PUBLIC SECT0R: LTB ready to launch Totally London phase for tourism

The London Tourist Board is to launch the next stage in its £7m campaign to promote the capital to tourists.

Called Totally London, the PR element to the campaign will launch in April alongside an advertising push using a newly created logo based on London street signs.

In the lead-up to the campaign the LTB PR and marketing team is now trying to get tourist industry backing, particularly from hoteliers and travel agents, to integrate the logo into their campaigns.

LTB is hoping to build on the success of an advertising link-up, with the Association of Train Operating Companies, which launches this week.

The ATOC campaign to encourage short breaks will carry the street sign logo.

Key foreign markets are in the US, France, Germany and Japan. Secondary markets are seen as Spain, Italy, Ireland and Scandinavia.

The campaign will be handled by the LTB in-house team, led by head of PR Catherine Grice, and assisted by BGB Associates in Europe and Alice Marshall PR in the US.

The campaign will also be backed with marketing initiatives with West End theatres and hotels offering discounts.

Key groups for this campaign domestically and internationally include the under-30s, the gay community, over-55s and business travellers.

The campaign is the largest mounted by the LTB and will be the focus for all campaigning over the coming year.

It is part of the Visit London initiative, which is backed by a £7m funding package from Mayor Ken Livingstone, the London Development Agency and the Department for Culture, Media and Sport.

Meanwhile, the body to be created from a merger of the British Tourist Authority and the English Tourism Council has announced its top management team.

Communications will be led by BTA comms and external relations director Sandie Dawe.

The body, which launches by April, is headed by chairman Sir Michael Lickiss and CEO Tom Wright.

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