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The review was called in February along with a review of its creative account, which is ongoing.

Visit London will no longer have a roster agency, but will rather work with shops on a project basis.

Visit London general marketing manager Martine Ainsworth-Wells oversaw the media review, assisted by COI Communications.

The tourism development agency has recently put an emphasis on attracting US visitors back to the capital. Its efforts have been boosted by a £15m marketing handout from the London Mayor's Tourism Recovery Plan.

However, to qualify for the investment, Visit London has to demonstrate a £30 return on investment for every £1 spent, hence the focus on higher-spending Americans.