Totally London, a one-month long, £3.8m initiative by the London Tourist Board - in conjunction with the Evening Standard and 95.8 Capital FM - to boost the city's economy and tourist industry, kicked off yesterday.

The scheme was launched in Leicester Square by mayor, Ken Livingstone, who said it was the best chance Londoners would have in their lifetime to enjoy London really cheaply. He was accompanied by, amongst others, comedienne Ruby Wax, footballer Ian Wright and socialite Tamara Beckwith. The scheme will see discounts, promotions and special deals offered by attractions such as Hampton Court Palace, Cutty Sark, the London Eye, the Tower of London and the London Dungeon.

Also included will be special meal offers at a range of restaurants, including top venues such as Bluebird and Quaglino's, theme outlets like the Hard Rock and Yellow River Cafés, and the best of ethnic cuisine from Brick Lane, Chinatown and Brixton.Reduced price theatre tickets at certain shows will be available, an extension of an earlier promotion introduced by Livingstone to attract people to London's theatreland.

Shoppers are also provided for, with offers available at names including John Lewis, Hamleys, Marks & Spencer and Selfridges.To move around the capital, free and reduced rate travel offers will be available on the Tube, DLR, London buses and trains and the Croydon trams, over each of the five weekends of the promotion.

Stephano Fraquelli, managing director of Metropolitan Restaurants - whose properties include Getti and BLU (opening on 7 June) - has been appointed chair of Totally London month. He said: 'It's fantastic to see all the stakeholders in London working together to promote this great city. The Mayor and the Central London Councils know thatthriving restaurants are a sure and visible measure of London's success.' Details: www.visitlondon/totallylondon and www.thisislondon.co.uk