Visit London splits tourism brief in two

Noel Bussey

June 10, 2005

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Visit London splits tourism brief in two

Rainey Kelly Campbell Roalfe/Y&R and Publicis have been chosen to create a number of campaigns for the London tourism body Visit London.

The agencies will handle separate projects on the £10 million account, which is targeted at driving tourism from the UK, Europe and especially the US to the capital city.

They will be asked to promote a more contemporary image of London and will benefit from a £15 million handout that Visit London recently received from the Mayor of London's Tourism Recovery Plan.

COI Communications was used to run the pitch, but the overall responsibility for the ad campaigns will fall to Martine Ainsworth-Wells, Visit London's general marketing manager, and its newly recruited chief executive, James Bidwell.

In May, Visit London also reappointed the incumbent, OMD UK, to handle its media business following a pitch that involved ZenithOptimedia and Starcom.

Abbott Mead Vickers BBDO created Visit London's previous above-the-line campaign.

Topics

Marketing