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London mayor outlines marketing benefits
The 'Only in London' tourism campaign, designed to promote the capital as a visitor destination both at home and abroad, boosted the economy by £50m, according to mayor Boris Johnson.
Johnson also unveiled plans to invest a further £400,000 in the £2m scheme in a bid to generate an additional £8m for London's economy, in a speech to delegates at The Marketing Society's annual conference. According to the mayor, anticipated cuts in public spending means the city is now more reliant on foreign investment and tourism, with a new 'Brand for London' to be unveiled in spring 2010 to attract more people to the capital.
Johnson said: "We are working on a strong, recognisable and iconic identity to tie together the diverse strands that make up the London brand. Hosting the London 2012 Games will bring endless opportunities to position the capital for the next 20 years and I intend to take full advantage of them."
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