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.
