Visit London events target 2012 sceptics

Limited Edition London is set to launch ahead of 2012
Limited Edition London is set to launch ahead of 2012

LONDON - Visit London is seeking support from brands to help it create a series of special events to take place during 2012.

The ‘Limited Edition London' initiative is designed to prevent the Olympic Games from driving down the city's visitor numbers.  
Recent host cities have recorded a fall in tourism during their Olympic year as people not interested in the Games stay away due to fears of overcrowding and overpricing.

If London suffered a drop in visitors on the same scale as Beijing did in 2008, the capital could lose up to £1.5bn in revenue, according to the European Tour Operators Association.

The programme of one-off events will be spread across 2012 to ensure that tourists are attracted to London throughout the Olympic year.

From this week, Visit London will begin talking to its partners, including galleries, museums and music venues, as well as brands, to create ‘once in a lifetime' events that will be rolled out in 2012.

Visit London marketing director Martine Ainsworth-Wells cited previous examples, including pop star Prince's
residency at The O2 in 2008, and the Red Bull X-Fighters motocross event held at Battersea Power Station last year.

She said the intention of  the ‘Limited Edition London' initiative was to ‘create a heightened sense of urgency' and ‘a limited sense of availability'. She also indicated that Visit London is looking for additional  brand partners to get involved over the next two years.

Events already scheduled for 2012 include the Queen's Diamond Jubilee, which will be marked by a four-day bank
hol­iday weekend, and the World­Pride gay pride parade.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer