The capital's tourism agency is in discussions with NYC and Company about several collaborative projects, including the provision of media space.
NYC and Company owns a portfolio of outdoor media sites in the city to which Visit London will have access. In return, Visit London will negotiate special deals on behalf of its counterpart across Transport for London's network of advertising sites.
The US is traditionally one of London's strongest markets with a tenth of the capital's visitors arriving from North America. However, in the first quarter of 2009, visitor numbers from the US fell by 10% year on year.
Earlier this year, the tourism agency rolled out its ongoing 'Only in London' campaign in North America, focusing on the capital's unique experiences, sights and attractions.
Separately, the Mayor of London's office is holding a pitch to find a range of agencies to carry out a rebrand of the capital ahead of the 2012 Olympic Games.
Agencies will be expected to ensure that local residents are happy with any future brand identity. The process, which will cost an estimated £600,000, is being managed by Dan Ritterband, the Mayor's director of marketing.
The fresh London branding is expected to be rolled out next year. Promotional bodies such as Visit London, Film London and Think London will also be rebranded in line with the overhaul.
Visit London launched its latest visual identity, designed by brand consultancy Wolff Olins, in July 2008, backed by the strapline 'See the world, Visit London'.
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