The launch of the campaign, entitled ‘Only in London', coincides with the start of British Tourism Week. The Visit London ads promote the unique experiences to be found in the capital, such as eating strawberries and cream at Wimbledon Centre Court, and riding the London Eye.
The full campaign rolls out in the UK at the end of April, with subsequent launches in key international markets in Europe and North America during the summer. A teaser campaign will run in the Evening Standard from 24 March.
The funding announcement follows criticism from London retailers about a lack of funding for tourism. Lobby group London First, a retail coalition including Harrods and Westfield, presented an open letter to the mayor earlier this month calling for a campaign to attract foreign visitors through the favourable exchange rate.
Visit London, the capital's tourism body, has seen its annual marketing budget cut by £3m. The funding for the new campaign will come from the Mayor's Economic Recovery Action Plan.
‘The LDA is treating the challenges faced by London's business community in the current economic downturn as its highest priority. The promotion of London is a core part of the LDA's role to promote London's economy,' said Harvey McGrath, chair of the London Development Agency.
This weekend, the mayor also announced a week-long series of events to celebrate St George's Day, which falls on 23 April.
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