As the official visitor organisation for the capital, Visit London’s aim is to promote London as the world's most exciting city to domestic and overseas leisure and business visitors, as well as Londoners themselves. Visit London also acts as a voice for the London tourism industry.
Campaign
Raise awareness of London as an events and business tourism destination
Objectives
- Promote London as world class city for business visits and major events
- Position Visit London as the leading voice for business tourism in London
- Highlight Visit London as having a world-leading events and convention sales service
- Highlight the unique and unusual venues London has to offer and home to some of the world’s best hotels for business
- Underline London as the home of the most creative and exciting incentive options in the world
- Promote the city as a leading association destination
Strategy and tactics
In order to raise awareness of London as an events and business tourism destination a number of tactics were adopted including developing case studies and profile pieces in UK and European titles, providing on territory support at key international events and trade shows, and positioning senior Visit London team members as industry advocates. Davies Tanner also planned to create an Ambassador programme for the association market and provide business tourism messages for LOCOG both pre bid and post 2012 win.
Results
- Created a voice for events and business tourism by the creation of the London Business Tourism Champions
- Demonstrated international experience / expertise of London to global audience
- Coverage gained in The Times Online, Conference & Incentive Travel, Meetings & Incentive Travel, Events Magazine, Incentive Travel & Corporate Meetings
Measurement
- Advertising value equivalent: £236,285
- Average circulation: 1,185,017
- Average reach: 2,939,650
- Average return on investment: 6.75
