The London Tourist Board (LTB) has appointed Peretti Communications
to handle its 1999 London restaurant promotion campaign.
Fees are around pounds 100,000 for the consumer account, which was
awarded after a competitive pitch. Peretti will aim to attract visitors
to the capital’s restaurants through a campaign called ’Eat London with
American Express’.
LTB has organised campaigns to promote London restaurants before. PR for
last year’s effort, the London Dining Campaign, was handled by the
Grayling Group.
Peretti will target potential visitors in the US, France, Germany,
Australia, Italy and Latin America as part of LTB’s efforts to attract
tourists to the capital.
Activity around events and promotions will be carried out in conjunction
with the British Tourist Authority, which has 40 offices around the
world.
The campaign is sponsored by credit and charge card company American
Express, which will encourage its cardholders to visit restaurants by
offering them discounts on their meals.
One of the main focuses of the campaign will be London Restaurant Week,
between 12-21 March, which is held with 300 restaurant partners.
