The campaign will aim to attract visitors from the UK, France, Germany and Ireland, promoting London’s ‘diverse culture’.
It also aims to position the city as value for money, as well as increase the traffic to VisitLondon’s website, the official source for tourist information.
VisitLondon head of PR Katherine Grice said: ‘April and May are quieter times for the tourist industry in London, which tends to operate in peaks and troughs.
‘The other traditionally quiet time is in January and February, and Biss Lancaster is working on a campaign to address this.’
Media relations-based activity will target 25 to 45-year-old city dwellers, Grice added. A decision on the agency is expected soon, according to the COI, which is overseeing the pitch.