Celebrities star in Euro RSCG's LTB ad

Ken Livingstone, the mayor of London, has recruited celebrities

starring in London stage shows for a poster campaign designed to

encourage people to return to the capital after the attacks on the

US.



The Greater London Authority has briefed Euro RSCG Wnek Gosper to roll

out the campaign on behalf of the London Tourist Board, which was due to

begin work on a similar task of getting UK consumers back to London and

was thought to have appointed Doner Cardwell Hawkins last month.



The 110-foot long poster features 39 show-business figures such as Joan

Collins, the former Dallas star Linda Gray, Dawn French, the former

James Bond villain Jonathan Pryce, Dennis Waterman, the singer Alison

Moyet and Dame Judi Dench - who are all starring in West End shows.



They are joined by other stars such as the ballerina Darcy Bussell, the

comic Josie Lawrence and characters from shows such as The Phantom of

the Opera, Starlight Express and Rent.



The elongated poster, which was designed for a JCDecaux site on London's

Cromwell Road, shows a chorus-line of celebrities in their various

costumes, ending with Livingstone and the strapline: "London. The

greatest show on earth." The poster can be downsized for use on any

billboard site as well as bus-sides. JCDecaux donated the site.



The campaign, which breaks on 5 December, was created to help London

businesses recover from the tourist slump following 11 September.

Research has shown that 88 per cent of businesses associated with

tourism have suffered a downturn and it is thought revenue figures for

tourism in London will fall from £9 billion to £6 billion

this year.



The ad was written and art directed by Bonnie and Charlotte Horten.

Media for the Cromwell Road site was planned in-house.



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