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Visit London to entice North American tourists
Visit London has launched its annual North American marketing campaign to attract more visitors from the region to London.
Continuing Visit London’s award winning If you like … you’ll love campaign, the new four-week, £1.1m multi-channel promotion is expected to generate £34m of incremental economic benefit for the London visitor economy.
Activities include radio advertising, advertorials and competitions, e-newsletters and banner advertising as well as podcasts and advertising on Internet radio. Different themes include culture, shopping and landmarks to highlight the wide range of attractions that London has to offer.
The promotion is aimed at 35-–55-year-old couples without children living in New York, Boston, Chicago, Philadelphia, Washington DC, Los Angeles, San Francisco, Toronto and Vancouver.
Martine Ainsworth Wells, marketing director, said: “North America is London’s number one overseas tourism market and we see it maintaining this position for the next ten years. While the campaign wasn’t planned in response to last month’s airport security alerts, we are encouraged to see that this market remains resilient despite the security threats. We expect this year’s campaign to drive up numbers and bring significant spend into the London economy.”
Visit London research shows that nine out of ten (94 per cent) North American tourists would happily contemplate a trip to London within the next six months. IN addition, three-quarters would not change their behaviour due to terrorist threats, and are happy to wait longer and incur airport delays if it creates a safer climate. Details: www.visitlondon.co.uk
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