London ramps up comms in bid to lure world-class events

London's tourism and marketing body is ­embarking on a major PR ­offensive to attract more big events to the capital.

London: already hosting major events
London: already hosting major events

Visit London has brought in the first PR support for its events arm, which is charged with attracting, developing and staging major sporting and cultural events in the city.

Pitch will be the first agency to provide assistance to Events for London since its launch last year.  The agency will help to bring key events to the capital and establish London as the world’s most exciting destination for major events.

In particular, Visit London is keen for the city to anchor the 2018 World Cup and to host the Super Bowl – should it ever be held outside the US. More city-wide events such as the London Restaurant Festival are also on the cards.

‘We are ramping up PR support because we want to see more events come to London,’ said Events for London PR manager Chloe Couchman. ‘We are concentrating on ­attracting more events in the lead up to the 2012 Olympics and beyond.’

Events for London is a partnership between the mayor of London, the London Development Agency and Visit ­London.
Pitch will help support key projects including consul­tancy for sports and cultural events taking place in London this year, such as the World ­Artistic Gymnastics Championships and NFL London.

The agency will also help with planning for events on which the Visit London and Events for London teams are working.
Pitch already works with Visit London on projects for a number of existing clients, such as Chelsea FC and the NBA. The agency has also been supporting the England 2018 World Cup bid team for the launch at Wembley, which took place earlier this week (PRWeek, 15 May).

Visit London spends some £20m per year marketing London to Londoners, the UK and the world.


Events on horizon

5-21 June ICC World Twenty20 England 2009, Lord’s and The Oval

6 October NBA Europe Live London 2009, O2

8-13 October
Inaugural London Restaurant Festival

13-18 October
World Artistic Gymnastics Championships, O2

25 October
NFL London, Wembley Stadium

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