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Delivering economic benefit to London’s visitor economy via the promotion of London as a vibrant, exciting, ever changing brand. The core elements of our strategy include:
- Establish London as a dynamic brand
- Undertake creative, targeted marketing activities in key markets
- Work with travel industry partners to maximise budgets and deliver results
Territories include London, the UK and International (North America, Japan, Australasia, Latin America, Europe, India, China, Eastern Europe). Our integrated marketing campaigns include broadcast media, outdoor and ambient, print advertising, direct mail, magazine supplements and online marketing.
Travel trade professionals are targeted through a series of exhibitions across the UK and Europe, conduct mailings of our travel trade directory to help trade contacts and operate a dedicated travel trade helpline to assist with itinerary planning.
There is a focus on sector targeted markets, specifically on the youth market, kids, luxury market, gay and lesbian market and film tourism. A new division within the leisure marketing team is Product focussed on activities such as: Retail, Food and Drink, Museums, Galleries and Attractions, Performing Arts, Outdoors, Parks and Waterways. In 2007/08, Visit London will spend approximately £14 million marketing and promoting London to potential visitors.
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