The £4m campaign, created by RKCR/Y&R, features a map of London imposed onto the image of Earth and carries the brand's new global identity created by Saffron.
Other executions feature various objects in the shape of a globe, such as a microphone head which aims to promote London's music scene. It carries the line ‘From the Riverfront Jazz Festival to Last Night at the Proms, enjoy a world of music festivals in London.'
The campaign encompassing press, online and outdoor advertising will roll-out across markets including Europe, North America, South America, Australasia, China, India and Russia.
Visit London, which is funded by the Mayor of London, the London Development Agency, the capital's borough councils and the tourism industry, spends about £10m a year on marketing the capital.
Total visitor levels to the city are forecast to fall 1% in 2008; their spending is unlikely to grow much above inflation, according to Visit London. Last year, overseas visitors declined by 1.6% with the number of visits falling by 7% in the second half of the year - the first fall in annual overseas visits since 2001. This year the level is expected to remain flat.
