M&C Saatchi has been hired to run a multi-million pound campaign to
promote London as a ’must see’ place for tourists from all over the
world in the millennium year.
At least pounds 10 million is said to be supporting the TV-led drive
which will be aimed at the countries from which London draws the bulk of
its visitors, including the US, Australia and the Far East.
M&C Saatchi pitched for the assignment alongside its direct marketing
affiliate, Claydon Heeley, against OgilvyOne.
The initiative comes from a consortium of interested businesses led by
Derek Dear, British Airways’ head of marketing services, and Paul
Hopper, the managing director of the London Tourist Board.