Public Sector: VisitLondon to push 'local gems'

VisitLondon is to encourage more domestic and European visitors for weekend breaks by promoting areas of the capital usually off the tourist map.

A 'locals' guide' will flag up areas, such as Hoxton, that are increasingly well known to Londoners but relatively unknown outside the capital.

A promotional campaign will launch in April and run until June showing London 'through Londoners' eyes', said interim head of PR Emma Coulthurst.

'This is about showing the London that Londoners see and identifying particular areas on a specially created map,' she added.

Other areas being highlighted include Bermondsey, location of the Zandra Rhodes' Fashion & Textile Museum, and Clerkenwell, home to Smithfield Market.

Euro RSCG Biss Lancaster won a pitch to handle the campaign, which is targeting UK, French, Irish and German media.

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