Visit London hires Edelman for global brief

London's official tourism body has brought on Edelman to handle consumer PR in the US, France, Germany, Spain and Italy.

Edelman won the account in a three-way pitch that was procured through the COI.

Visit London has worked with agencies in those countries before, but this is the first time that a single agency will be responsible for all of the territories.

Visit London has allowed a PR budget of up to £500,000 to sustain the city's popularity during the economic crisis.

The PR brief outlines promoting London as an Olympic host city, driving traffic to Visit London's website and challenging perceptions of London as a ‘poor value for money' destination.

Edelman will begin working on the account in April. The account will be hubbed out of London and Visit London communications director Ken Kelling will liaise with Pamela Fieldhouse, MD of Edelman's UK corporate practice.

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