Mayor to launch unified agency for London

Dame Judith Mayhew-Jonas: new agency's interim chair (photo: Adrian Brooks)
Dame Judith Mayhew-Jonas: new agency's interim chair (photo: Adrian Brooks)

Mayor of London Boris Johnson will this morning (1 April) unveil the capital's new "super agency", London & Partners, which combines the bodies Think London, VisitLondon and Study London into one organisation.

The agency has been created to "promote London with one single voice", and will be led by the interim chair, Dame Judith Mayhew-Jonas, chairman of the New West End Company.

The agency will have the responsibility of promoting the capital as a destination to visit, work, invest and study in, and has been provided with £14m worth of funding for the next four years.

The three bodies have been merged after the Coalition Government revealed it was cutting its £480m settlement to the London Development Agency (LDA) from this month. The LDA traditionally provided funds of £11.7m to VisitLondon each year.

Martine Ainsworth-Wells, marketing director for VisitLondon, is understood to be involved in the marketing department during the launch period of the new agency.

The identity of the marketing director for London & Partners is not yet known and is not expected to be announced today.

The board will also include Grant Hearn, executive chairman of Travelodge.

Last month, the mayor called a pitch for an agency to handle advertising work for the new body.

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