'We are targeting people who are familiar with London and presenting it in a new light, promoting walking routes, helicopter rides, boat trips and water sports,' said VisitLondon UK PR manager Hannah Collingbourne.
Cake will also work on 'London in September', which publicises the month's flurry of events and festivals.
The agency beat Frank PR in a pitch. For more information: www.visitlondon.com/river.
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