Global ad campaign launched to revamp London’s image
Visit London plans to refresh the capitals image in preparation for the 2012 Olympics through a global ad campaign. 
Titled ‘See the World. Visit London,’ the campaign will be released during the handover on August 24th, revealing a fresh global identity.
Created by Saffron, the statement is set to promote London as the number one city destination as well as an Olympic host city.
Visit London’s marketing director, Martine Ainsworth-Wells said, “So many city and country brands with their brush-stroked suns and rah rah cheerfulness, whether appropriate or not, fall for me-too conventions.
“London’s name says it all.”
Martine believes that a city’s branding and marketing should reflect its personality, but at the same time be timeless, as countries’ tourism budgets are constantly being reviewed.
The Department for Culture Media and Sport are currently reviewing the government’s decision to cut the tourist boards funding by 18 per cent, leaving Visit Britain to put its review of its identity on hold.
“London’s branding, like the city, is clean, and classical, vintage and modern,” says Ainsworth-Wells. “Its simplicity buys its longevity and flexibility.”
Martine believes that Paris’ logo with the Eiffel tower image is out-dated and not moving with the times.
Visit London is constantly finding new ways to adapt its identity, occasionally dropping the word, ‘Visit’ from its campaigns, such as the production of umbrellas wearing the line, ‘London. It rains more in Rome.’
Visit London are battling against a 1 per cent slip in visitor levels, as well as a major decline in consumer spending, this year. The body aim to boost consumer spending through the use of headline-grabbing fares from low-cost airlines, and improved rail links to the Continent, which has already seen British breaks increase in popularity.
Rivals around the globe are already revamping their identity, including Los Angeles tourist board, LA Inc, who are promoting their state as the perfect city destination for film fans. Hong Kong Tourism Board are also on the ball, turning to their website, and Facebook to boost their image.
Competition is also rife within the UK, with other cities across the nation winning bids for future sporting events, such as Liverpool, joint European Capital of Culture, and Glasgow who will host the Commonwealth Games in 2014. York , are currently promoting its status as European Tourism City of the Year.
The campaign to refresh London’s identity, will need to be stronger than ever in order to generate the expected £2.1bn boost in tourism revenue during the next 10 years.
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