VisitLondon has traditionally run four campaigns a year, hiring agencies on a project basis. Comms director Ken Kelling said it was now seeking constant PR activity around its campaigns.
'Last year we managed Go Further to get people to go to other parts of London than just the typical attractions,' he added. 'We had a festival-themed month in September and a campaign to get people to do their Christmas shopping in London. In January we encouraged short breaks.'
Freuds will target residents from outside the capital, and encourage Londoners to visit tourist attractions.
Freuds beat Euro RSCG Biss Lancaster and Consolidated Communications to the account. The pitch was managed by the COI.