London & Partners, the official promotional organisation for London, has penned a deal with Clear Channel that will see the capital promoted as a tourist destination throughout the UK next year.
Visitlondon.com adverts will appear across Clear Channel sites from 28 December 2013 highlighting London's attractions and encouraging Brits to visit the city.
Content from the London guide, which showcases the best of London online, will run across Clear Channel's nationwide network of bus shelters, Londoners will also be encouraged to make the most of their city with ads running throughout the capital as well.
London & Partners director of consumer marketing and digital, Julie Chappell, commented: "This deal allows us to broadcast the message that London is a great place to come and visit to people all around the UK, increasing our marketing presence in an extremely high profile way."
The artwork used aims to showcase London's attractions with NFC or QR code technology enabling people to use their smartphones on Clear Channel's 'Adshel 2.0' mobile platform to start planning their trip instantly via a direct link to the visitlondon.com site.
"This partnership just makes sense,” said Richard Bon, sales director at Clear Channel UK, "Clear Channel can trace our heritage in London back to 1936 and the nationwide reach of Adshel means we are perfectly placed to bring the best of London to Londoners and the whole of the UK. We look forward to supporting London & Partners to drive tourism, students and business to one of the world's great cities."
The campaign builds on the changing perception of the city following the London 2012 Olympic Games and is the first part of a deal that sees Clear Channel acting as London & Partners strategic out-of-home media partner in 2014.