The commercially funded station London TV went live on Monday and will broadcast 24 hours a day on the Sky Digital platform, offering theatre, shopping and tourist info.
AMV's regional bus, rail and press campaign to promote the channel and encourage people from the north of England and major UK cities to visit the capital, breaks next week.
The three executions each feature a different image of people. One pictures a crowd watching a football match or a concert. The headline reads: "Live coverage from London you'll really enjoy. (It doesn't feature Arsenal)."
In another of the ads, a couple is strolling down the street. The ad reads: "After Coronation St, watch Sloane St, Bond St and Knightsbridge."
Martine Ainsworth-Wells, the manager of marketing at Visit London, said: "London TV broadcasts to a UK-wide audience, so it's important we attract viewers from all parts of the country. London is a prime weekend-break destination for people from the north of England and London TV will help them to find the latest events, offers and attractions."
In the capital, the ads will appear in the London Evening Standard and its weekly Metro Life magazine.
Media planning and buying was handled by Manning Gottlieb OMD. The ads were written by Selda Enver with art direction by Shaheed Peera.