The campaign uses a new logo created by Abbott Mead Vickers BBDO and is based on a London street sign. It will be used both by the LTB and in partner campaigns.
In the lead-up to the campaign, the LTB PR and marketing team is now trying to get tourist industry backing, particularly from hoteliers and travel agents, to integrate the logo into their campaigns.
LTB is hoping to build on the success of an advertising link-up, with the Association of Train Operating Companies, which launches this week. The television and radio ad campaign was created by McCann-Erickson and promotes two-for-one at top London tourist attractions.
The tourist board will back this with a domestic tourism drive through the national press later in the year.
Key foreign markets are in the US, France, Germany and Japan. Secondary markets are seen as Spain, Italy, Ireland and Scandinavia.
The PR campaign will be handled by the LTB in-house team, led by head of PR Catherine Grice and assisted by BGB Associates in Europe and Alice Marshall PR in the US. It will also be backed with marketing initiatives with West End theatres and hotels offering discounts.
Key groups for this campaign domestically and internationally include the under-30s, the gay community, over-55s and business travellers.
The campaign is the largest mounted by the LTB and will be the focus for all campaigning over the coming year.
It is part of the Visit London initiative, which is backed by a £7m funding package from mayor Ken Livingstone, the London Development Agency and the Department for Culture, Media and Sport.
Meanwhile, the body to be created from a merger of the British Tourist Authority and the English Tourism Council has announced its top management team. Public relations will be led by BTA communications and external relations director Sandie Dawe. The body, which launches by April, is headed by chairman Sir Michael Lickiss and CEO Tom Wright.
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