Legal & General’s former marketing director Paul Hopper has taken on the
task of marketing the capital, as managing director of the London
Hopper, who left Legal & General last week (Marketing, February 22)
joins the London Tourist Board on March 18 and will formally take on the
role on April 1. He replaces Colin Hobbs, who joined the LTB on
secondment from the British Airports Authority and is now returning.
Hopper joins the London Tourist Board as it attempts to buoy up the
lukewarm reception to its launch of a new London logo, and quieten fears
over the resumption of IRA terrorist activities.
A logo was the first stage in the launch of an pounds 8m marketing drive
which aims to generate an extra pounds 1.5bn for London’s economy and
create 50,000 jobs. ‘We are planning to continue the marketing programme
as planned before the resumption of violence,’ said a spokesperson.