Magazine article Marketing

London Puts Green Appeal to Fore

Magazine article Marketing

London Puts Green Appeal to Fore

Article excerpt

Visit London is setting its sights on domestic tourists by positioning the capital as a 'greener' choice of destination.

Visit London, the capital's official tourism body, is tapping into growing consumer concern over climate change by promoting the city as a socially responsible holiday destination.

The organisation will launch a UK campaign in May to raise awareness of London's outdoor spaces and eco-friendly attractions and venues. It will be aimed at domestic visitors concerned about the environmental impact of flying.

The activity, which will encourage visitors to be 'green' tourists, is also designed to raise London's profile in a competitive global tourism market.

The work forms part of a pounds 3m UK marketing spend by Visit London this year, and will be the first to feature the city's redesigned branding (Marketing, 21 November). The fresh identity, intended to raise the profile of London ahead of its hosting of the 2012 Olympics, will promote it as the world's number-one city destination.

Visit London will continue to encourage day-trippers and Londoners to explore more of the city, beyond the traditional tourist hotspots, through its Totally London brand. According to the organisation, visitors to the capital took 150m day trips in 2005, and spent pounds 5bn. …

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