London's restaurants, in partnership with Mayor Ken Livingstone, are to kick off a £3.8m relaunch in an effort to boost the post-Iraq war slump.
The Totally London Month campaign will run from 17 May to 15 June and will aim to enourage locals to use the city's attractions and services. Restaurant Week will begin the proceedings, followed by Shopping Week and Theatre Week.
Livingstone is to pump in £3.8m into the campaign, while businesses taking part will be offering promotions and discounts of up to 50%.
The London Tourist Board, which is organising the initiative, claims the opening week will be the largest restaurant promotion seen in London. Those taking part will receive concentrated advertising and media support and use of the Totally London icon and promotion through www.visitlondon.com.
Conran Restaurants, Groupe Chez Gérard, Pizza Express, Hard Rock Café and London's Chinatown Chinese Association have already signed up, with about 15% off promotions. In addition Hilton, Marriot, Millennium & Copthorne, Radisson Edwardian Hotels, Schrager and Thistle hotel groups are pledging to offer up to 50% discounts.
By Helen Adkins
Source: Caterer & Hotelkeeper magazine, 8 - 14 May 2003