PUBLIC SECT0R: London tourism body set to unveil £1.5m campaign

London's tourism authority is set to announce details of a £1.5m PR and marketing campaign in a bid to entice visitors to the

capital.



The London Tourism Action Group (LTAG), set up by Mayor Ken Livingstone

to tackle the effects of the foot-and-mouth and 11 September crises, was

meeting as PRWeek went to press to decide how to spend the money.



This is expected to include a campaign to promote London's galleries and

museums, and businesses are also set to be contacted for their ideas for

further projects.



LTAG marketing manager Kathryn Parry said: 'The galleries and museum

campaign is still in the planning stage and we are looking for another

two projects. For these, we will ask businesses to come up with

ideas.'



She added that taking on external PR support is a possibility, but

liaison with businesses will be handled by the LTAG member groups'

in-house teams.



This latest spend is part of a £3.5m funding pot secured by the

LTAG earlier this year through grants from the London Development

Agency, Department of Trade and Industry and Department for Culture,

Media and Sport.



So far £1m has been allocated for marketing support to firms

through the Business Link for London scheme, while a mayoral office

campaign to promote London's theatres and London Tourist Board (LTB)

work to promote the capital across the UK have each received £500,000.



BGB & Associates was appointed late last year to handle the LTB

campaign.



The work, called 'London - the Greatest Show on Earth' - launched this

month.



BGB account director Lalla Dutt and senior account manager Jessica

Harvey are handling the account.



Harvey said: 'We will be working closely with national and key regional

media, particularly in the north-east, north-west, Scotland, Northern

Ireland and the south-east.'



BGB has already arranged a competition for families to visit London

through Granada's This Morning daytime show, and offered discounted

tickets through LTAG member the Association of Train Operating

Companies.



Businesses in the capital lost between £1bn and £1.5bn last

year, according to the LTAG.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in