RKCR/Y&R successfully pitched for the business earlier this week against DLKW Lowe and Publicis London and is now appointed by London & Partners to handle the account. The COI handled the pitch process, working alongside the London & Partners marketing chief Martine Ainsworth-Wells.

RKCR/Y&R will now be responsible for all of the marketing activity undertaken by London & Partners, to help boost the number of tourists that visit the capital.

Mayor of London Boris Johnson launched London & Partners on 1 April in an effort to create a stronger global brand for the city. The not-for-profit organisation merges Visit London, Think London and Study London in to one body, and aims to give London a more “co-ordinated and strategic approach to international promotion” in the run-up to and during the 2012 London Olympic Games.

It was formed following the government’s Comprehensive Spending Review, which put an end to the £480 million annual settlement provided to the London Development Agency. Johnson is said to be keen to capitalise on all the major opportunities that upcoming London events will provide, such as the Royal Wedding and the Queen’s Diamond Jubilee, as well as the Olympics.

Christopher Macgowan.