Great London Deals Campaign

Meeting: 
MQT on 2002-05-22
Session date: 
May 22, 2002
Reference: 
2002/0238
Question By: 
Sally Hamwee
Organisation: 
Liberal Democrats
Asked Of: 
The Mayor

Question

What is the total cost of the Great London Deals Campaign, and other than the website, by what means is the campaign being directed to potential visitors who live outside London? How are people being made aware of the Great London Deals website?

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Answer

Answer for Great London Deals Campaign

Answer for Great London Deals Campaign

Answered By: 
The Mayor

The total cost of the Great London Deals campaign was £1m (including VAT).Research commissioned by LTAG showed there was a high propensity amongst potential visitors to use the internet to research and/or plan travel and short breaks. Hence a campaign web site was developed which could provide simple, and easy access to the range of offers. Owing to the time constraints of developing the campaign, the response mechanism was limited to web site. A nationwide press and poster advertising campaign promoted the website and an intensive PR campaign has generated wide editorial coverage, including TV, radio, national and regional newspapers. .