We'll use tourists to get London out of recession, Mayor pledges
PUBLISHED: 10:36 23 March 2009 | UPDATED: 14:12 05 October 2010
A NEW £2 million international marketing campaign to sell London to the world' has been launched at the London Eye this morning. Its aim is to encourage more visitors from abroad to help us earn our way out of the recession
A £2 MILLION marketing campaign to sell London to the world’ has been launched at the London Eye this morning.
Its aim is to encourage more visitors from abroad to help us earn our way out of the recession.
Mayor of London Boris Johnson hopes the campaign will earn £60m in benefits to the London economy by the end of the year.
The campaign, ironically, is boosted by the credit crunch with the £ losing against the $ and the €.
London is now far cheaper than a year ago when its overheated economy made it one of the world’s most expensive capitals.
“Overseas visitors will find London even greater value today,” said Boris. “Their travel budget now buys more in London—the only limit will be not having enough hours in the day to fit it all in.”
City Hall is using London’s unique sites to promote “the world city that is different to any other,” which include the Tower of London, Tower Bridge, Houses of Parliament and the Rosetta Stone at the British Museum, as well as its theatre land.
Its alternative’ attractions include street markets such as Petticoat Lane and Columbia Road, while Brick Lane has become a world renowned curry’ capital and host to the biggest Mila festival in Europe.
The London Development Agency which is funding the campaign is facing the challenge of London’s business community in the current economic downturn as its priority to help the Mayor’s economic recovery plan. Attracting more tourists is seen as a cost-effective way to give its commerce a much needed shot-in-the-arm.