The account, which will begin on April 1, will be led out of the agency's UK office; the US portion will be led out of the New York office, said Pamela Fieldhouse, MD of Edelman's London office, via e-mail.
It is the first time Visit London has worked with Edelman.
Consumer efforts will target the US, France, Germany, Spain, and Italy. Messaging will highlight the value of visiting London while exchange rates favor potential visitors.
An integrated campaign that includes media and digital outreach is planned, with the US market as “the key market outside of Europe,” Fieldhouse added.
The average US visitor is 45 years or older, although the organization plans to target 35- to 45-year-olds, as well, said Ken Kelling, communications director at Visit London.
“In a recession, you start looking for new and different audiences,” Kelling told PRWeek.
He added that working solely with Edelman will allow the organization “to really try to maximize our bang for our buck.”
Fieldhouse would not disclose the budget, but PRWeek UK reported that the account was worth about $700,000.