Visit London unveils unified business tourism branding

Visit London has unveiled its new business tourism branding, which has been designed to highlight the capital’s potential to deliver inspirational events, such as the Olympics and the Tour de France, which starts in London next year. The branding, which carries the tagline ‘Visit London. Unlock Your Potential’ creates a unified business brand for the first time. Treatments, including client testimonials, were revealed at last month’s London Venue Expo. Visit London brand manager Liana Dinghile said the new look allowed Visit London to take advantage of the pre-Games period while the spotlight was on the city. “There was a need for one unifying idea,” she said. “Unlock Your Potential had resonance with everything we wanted to say. Our previous brand image carried several different messages.” The work was carried out by agency Dragon ahead of an overhaul of the leisure brand by design agency Wolff Olins. As well as exposure at the show, the branding has been rolled out to Visit London’s business website. Budgets have been increased and November will see new print and advertisement supplements. Dinghile says the brand will be used to target major business markets in North America and Europe, as well as emerging markets in Australasia. Commercial director David Hornby said the new brand was in line with Visit London’s improved business tourism capabilities. “We used to have six people out of 42 working on business tourism, but that’s now 25 out of 80,” he said. “The market has changed since we won the Olympic Games and we want to emphasise London’s connectivity, its talent and its business pedigree.” Visit London has also introduced two new business gongs to its annual ceremony. The award for Best Business Venue and Best Event will be announced at the Roundhouse on 23 November.

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
London calling: A look at what's new and forthcoming in the capital

London calling: A look at what's new and forthcoming in the capital

Hotels, venues and activities that should be on your radar for future London-based events.

Double acquisition for Gray Dawes Group

Double acquisition for Gray Dawes Group

Acquisitions include INC. Travel Group's corporate and marine businesses and the purchase of VIP Leisure Travel Ltd.

Love is in the air for one in seven event attendees, report claims

Love is in the air for one in seven event attendees, report claims

Research by Cvent and Edelman Intelligence finds 14% have met a significant other at a B2B event.

The advantages of being a second tier city

The advantages of being a second tier city

There are benefits to not being the capital, says Bas Schot, head of congresses and events at the Hague Convention Bureau.

What to do if a disgruntled event attendee threatens legal action

What to do if a disgruntled event attendee threatens legal action

Keystone Law's James O'Flinn discusses your options and how to prevent this happening in the first place.

Speakers announced for C&IT Northern Forum

Speakers announced for C&IT Northern Forum

New event takes place between 25-26 April at ACC Liverpool, with inspiring sessions from industry leaders.

Why personalisation is the key to measuring an event's success

Why personalisation is the key to measuring an event's success

Mike Leeson, general manager Europe at ETM, explains why ROE may be a better measurement than ROI.

Oman to welcome IGRC in 2020

Oman to welcome IGRC in 2020

Sultanate to host the International Gas Union's 16th International Gas Research Conference at the Oman Convention & Exhibition Centre.

Events company faces legal action from makers of video game Fortnite

Events company faces legal action from makers of video game Fortnite

Epic Games issues claim against Exciting Events after widely criticised event in Norwich.

Diary of a delegate: Beautiful Bergen

Diary of a delegate: Beautiful Bergen

A three-day account of the C&IT A-List FAM trip, in partnership with Visit Norway.

LATEST JOBS