ADNEC and Visit London sponsor viral ICC campaign
24-Jun-10by Annie Byrne
London mayor Boris Johnson has shown his support for the launch of London’s first London International Conference Centre (ICC London Excel), which is being launched today (24 June) by taking a lead role in the ‘Take me there Boris’ viral campaign. In the campaign Johnson purports to be a London black-cab driver, sharing facts about London’s iconic landmarks on the site www.takemethereboris.co.uk on the way to the ICC London Excel. The seven films featuring the mayor were created by experience marketing agency George P. Johnson (GPJ), and were sponsored by the ICC owners Abu Dhabi National Exhibition Company (ADNEC) and London’s official marketing body, Visit London.Visit London says the site is part of an overall ‘London as a centre of excellence’ campaign, which has been produced “to create awareness for the new venue and drive new business for the future”.“We are delighted that the mayor of London and Visit London have supported us to deliver London’s first ever International Convention Centre at Excel,” says chief executive of Excel London, Kevin Murphy. “This is a significant and historic moment for the city and marks a new chapter in London’s offer as a global events and business destination, enabling the capital to compete with other major world and European cities to win more large conferences and association events in the future.”GPJ’s head of creative, Andy Bass, says it was great to get Johnson involved in the project, adding that “he really enjoyed being a cabbie for the day”.