Magazine article Marketing

London Retailers Call on Mayor to Promote City

Magazine article Marketing

London Retailers Call on Mayor to Promote City

Article excerpt

London's most prominent retailers, including John Lewis, Harrods and the Westfield shopping centre, have called on the capital's mayor, Boris Johnson, to boost investment in promoting the city during the recession.

In a joint letter, the companies complained that not enough money was spent on marketing London to overseas visitors who might be attracted to the capital because of the weak pound. They also called for a promotional campaign to run across London.

The letter, details of which emerged last week, was sent by lobby group London First. The body said that it was confident that the mayor would commit to more funding.

The mayor's office was unavailable for comment as Marketing went to press, but Johnson is reported to have said he does not want to spend taxpayers' money prematurely.

Visit London, the capital's tourism body, received pounds 600,000 of funding from the mayor last December to run a four-month campaign.

The first tranche of this was aimed at the domestic market, while the second and third concentrated on attracting European visitors, through partnerships with budget airlines Ryanair and easyJet. …

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