Only in London generates £100m

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Visit London's Only in London campaign has given the capital a major boost to its tourism coffers. The campaign, designed to promote the city and offer tourism deals, brought in £100m while only costing £2m. The promotion was seen in the UK, Europe and North America and encouraged more than 2.1m visitors to come over in the third quarter of 2009, an 11 per cent rise on 2008. “Clearly our campaign is hitting the mark. London’s resilience and ability to buck the trend is down to many things, but I am confident that it has much to do with its heritage, a dynamic culture and so much to see and do whether you are here for a day, a week or longer,” says Mayor of London Boris Johnson. “The Only in London campaign provided us with a strong platform to promote the unique aspects of London to visitors at home and abroad,” adds Visit London CEO Sally Chatterjee. “The feedback from visitors has been incredibly positive. We will continue to promote the capital proactively in the run up to the 2012 Olympic and Paralympic Games and beyond.”
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