London banks on dollar value to drive North American tourists

Special rates with British Airways and Radisson Edwardian form part of a campaign designed to lure tourists from the US and Canada to London.

The Visit London advertising campaign is running in key cities including New York, Chicago, Miami, Los Angeles, and San Francisco together with Vancouver and Toronto in Canada.

It came as the pound fell below the $1.40 mark against the US dollar for the first time since 2001.

The promotion includes special flight offers and hotel rates designed to make the capital a more affordable holiday destination.

The push across radio, print and online includes locals' tips on where to go, neighbourhoods to explore, events and ways to make money go further.

The campaign comes hot on the heels of Visit London's European activity that kicked off last week.

Both are part of a four month international marketing drive aimed at stimulating visits to the capital during the economic downturn.

This year sees Hampton Court Palace and the Tower of London celebrate the accession of Henry VIII to the throne, Kew Gardens' 250th anniversary and Charles Darwin's birth commemorated at the Natural History Museum.

Visit London interim CEO Sally Chatterjee said: "Now is the best time for visitors from North America to travel to London, the exchange rates means that the dollar will go further and visitors can still take advantage of all London's free attractions." Report by Phil Davies Travel Mole website.

Published: 21.1.2009