The campaign, entitled ‘Welcome to my World', will emphasise the strong value for money for American tourists as a result of the current exchange rate between the US dollar and the pound.
Radio, print and online ads will depict London from the perspective of local residents, recommending new areas of the city to explore. The ads will target consumers in New York, Chicago, Miami, Los Angeles and San Francisco. British Airways is offering special rates on flights as part of the promotion.
In December, London Mayor Boris Johnson announced a £3.25m campaign to boost visitor numbers to the capital during the economic downturn. During 2009, Visit London is set to focus on significant commemorative dates, such as the 500th anniversary of Henry VIII's accession to the throne and the 200th anniversary of the birth of Charles Darwin.
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