‘European travellers have an outdated opinion of our capital city,’ said Biss Lancaster MD Jonathon Sanchez, who has been drafted in to manage the push.
‘Many Europeans think London is about tour buses, bowler hats and bad food but this campaign looks at a different London,’ he said.
It will promote events across France, Spain, Germany, Holland, Italy and Ireland over the next four weeks.
The first stunt features Hollywood stars who have recently appeared on stage in the West End, doing menial jobs. For example Sex in the City actress Kim Cattrall will be photographed and filmed selling the Evening Standard.
The drive will target national press and TV and radio news in each country.