Trimedia has landed the global brief to promote London to an international corporate audience. The work will include stakeholder relations as well as handling special projects taking place during and after the 2008 Olympics in Beijing.
The 12-month account is worth more than £100,000 and was won following a four-way pitch. Hill & Knowlton was the incumbent.
Trimedia will target foreign correspondents, London-based stringers and publications in key target areas: Germany, North America and China. The agency will also position London as the gateway for UK foreign investment as well as a springboard to expand into Europe.
Last month it emerged that tourism body Visit London is planning a communications drive centred on using the 2012 Olympics to attract more tourists to the capital (PRWeek, 27 June).
Separately, research commissioned by corporate comms agency The Ledbury Group shows 70 per cent of opinion-formers believe that business has a responsibility to make the 2012 London Olympics a success.
Ledbury director Malcolm Gooderham said: 'London 2012 can help define what business stands for and build brands in which consumers and opinion-formers can believe'.