Visit London will launch its updated creative look and feel for its business offer at this year's Event UK show in Birmingham on 22 September.
Previous Visit London business messaging has used the visual device of a red door and the brand line 'Unlock your potential' to show how the city and tourism organisation can open up London for any type of event.
The new creative look, which has been developed with RKCR/Y&R, uses a globe visual which shows London imposed onto the planet Earth with the river Thames featuring prominently. The brand line adds the simple statement: 'See the World. Visit London'.
The shift in branding follows in-depth research that saw a number of domestic and international corporate events planners, intermediaries and association executives invited to focus groups and an online research facility to understand what communication was important to each key territory and why.
Severine Ougier, Visit London's Business Marketing Manager, added: "It was incredibly important that we took time to research our key audiences to understand what sort of communication would make them want to book London for their next event. The insight we got from this was invaluable. In the tough economic climate and with budget reductions, organising an event in an exotic location is no longer acceptable. However an event still needs to be exciting and successful, and London is the perfect destination to deliver on this."
The tests confirmed that the Globe visual had a strong resonance with Visit London's business audience as it communicated that London is a city of diversity and a business hub.
Ougier continued: "In such a great city, with so much on offer, we also needed to ensure organisers knew where to go to start planning a successful event – the perfect plug for our free, impartial and creative event planning service – Event Solutions."
The new creative is an extension of Visit London's leisure marketing branding, which the organisation has been using for a year and is based on London's unlimited diversity.
Martine Ainsworth-Wells, Visit London's Marketing Director said of the new business brand: "This is a fantastic new look for the business arm of Visit London. It highlights the diversity and choice that is on offer in London for business groups and travellers coming to the capital. The new branding is really strong and communicates the confidence that we have as a city. London has so much to offer as a business destination and this branding just highlights that."
The new look and feel will be integrated throughout all of Visit London's marketing, sales and PR activities. It will be launched at Event UK, where Visit London will be using Global Radio's 'Big Event' bus - a meeting space which has been converted from a route master bus to a state-of-the-art meeting and media space, underlining the unique and diverse meeting spaces that London has to offer.
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