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Saville, whose career includes spells at Superdrug, Woolworths WH Smith and River Island, will work alongside LTB chairman Tamara Ingram.

The job has been created by Ingram to encourage Londoners to demonstrate civic pride in their home city. Saville will also be charged with attracting tourists from other parts of the country.

Ingram told Marketing that Saville would be in the post for several months, although it is thought likely that this period could be extended should the war against Iraq be protracted.

The LTB's task of promoting the capital is tricky when the public is being confronted with horrific images of war in the Gulf, and Saville will have to promote the capital sensitively. She will report to a committee formed by the LTB, the Greater London Authority and the London Development Agency.

The difficulty of her assignment is exacerbated by growing fears of terrorist attacks on London and Metropolitan Police advertising that warns the public to be wary of potential threats.

During the 1991 Gulf War, London's tourism industry was damaged by the refusal of international visitors to fly to the UK. Incremental spend by the city's residents is therefore seen as an important source of income for businesses in the industries hit hardest by a downturn.

A major brand campaign, 'Totally London', has already been launched with the private sector, promoting offers of cheap nights out and visits to the capital's attractions.

The LTB hiring follows a fundamental shake-up of the marketing of Britain, announced last week by tourism minister Kim Howells.

The British Tourist Authority and English Tourism Council have merged to form VisitBritain, a body that will market the UK internationally and England to the rest of the UK (Marketing, March 27). A marketing director for the England brief has yet to be appointed, but an ad campaign created by WCRS will break after Easter.