London is trumpeting its growing reputation as the pace-setting
centre of Europe with a new advertising campaign created by Publicis for
the US market.
The print work aims to boost the current pounds 1.2 billion spent by
American tourists in London each year by setting it apart from the other
world cities which compete for tourists’ dollars.
The advertising, which will run in six key US cities in newspapers and
consumer magazines until March, challenges the traditional perceptions
of London as an historical city which looks to the past under the theme
Paul Hopper, managing director of the London Tourist Board, said: ’Our
research shows that the average American tends to think of London as a
bit of a living museum when, in fact, we are now at the cutting-edge of
fashion, eating and lifestyle.’
He added: ’The US market is crucial to London and we must market it
imaginatively and aggressively if we are to outpace the fierce
competition from other world cities.’
The ads, which were art directed by Molly Godet, are some of the last
work by Brian O’Connor, the art director who died in June last year. His
work was completed by Ken Dampier, who is now freelancing at the
Ten million high-spending professionals in New York, Chicago, Boston,
Los Angeles, San Francisco and Washington are being targeted by the
Heritage Department, British Airways, American Express, the Radisson
Edwardian hotels group and the British Tourist Authority.