Visit London: The birth of Visit London - IPA Effectiveness Awards Case Study 2006

Brief Description: In 2003, Visit London was formed by the London Tourist Board to be a dedicated marketing service for the UK capital. From 2004, Visit London ran integrated marketing campaigns through advertising, PR and their website in order to increase numbers of visitors to London, resultant economic activity and stakeholder activity. After 10 years of decline, London's share of global tourism increased from 1.69% in 2003 to 1.76% in 2004. For 2004/05 the Revenue ROI for Visit London's marketing activities for tourism was 25:1 - £317m of additional economic benefit to London. Econometric models of visitor numbers from Western Europe and North America proved that Visit London spending £2.8m resulted in an additional 360,000 visitors to London from Western Europe and spending £6.3m an additional 213,000 visitors from North America ;---(TAGS)--- Full Title: The birth of Visit London - the transformation of London's tourism economy ; Number: 2006/38 ; Brand Name: Visit London ; Client: Visit London - Martin Ainsworth-Wells ; IPA_ProductCoding: Travel & Transport (Tourist destinations/tourist boards) ; Agency: OMD Metrics ; Author: Wanda Gregorek, Sally Dickerson ;