The body hired Edelman last week to handle media in the US, France, Germany, Spain and Italy. But it is now looking for an agency to work on a specific consumer project for a UK audience. Comms director Ken Kelling said he expected to make a decision on the agency by mid-April. The account will run for six months.
Details of the new campaign will not be annouced until next week. But it is believed that the campaign will be set in the context of the global recession and general downturn in tourism, and will focus on re-asserting London's position as a leading visitor destination while also encouraging Londoners to take pride in their city.
Sources have suggested the campaign will be backed by the Mayor of London Boris Johnson, who announced additional funding for Visit London in November last year to tackle the economic downturn and make the most of the opportunity of the exchange rate for European visitors.
The body's ongoing media relations will continue to be handled by the internal press office
The COI is handling the pitch. The 32 agencies on the UK roster will be eligible to submit applications.