LONDON—London’s official tourism body has retained Edelman to handle consumer public relations in the U.S., France, Germany, Spain and Italy. Edelman won the account in a three-way pitch that was procured through the U.K. government’s Central Office of Information.
Visit London has worked with agencies in those countries before, but this is the first time that a single agency will be responsible for all of the territories. Visit London has committed a PR budget of up to £500,000 to sustain the city’s popularity during the economic crisis.
The firm will promote London as an Olympic host city, drive traffic to Visit London’s website, and challenge perceptions of London as a “poor value for money” destination. Edelman will begin working on the account in April.
The account will be hubbed out of London and Visit London communications director Ken Kelling will liaise with Pamela Fieldhouse, managing director of Edelman’s U.K. corporate practice.