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London takes over world to lure Olympic tourists
Ellen Widdup, Evening Standard20.08.08
This is the image of London that will be broadcast to the world in the countdown to the 2012 Olympics.
In an advertising campaign designed to celebrate the capital's unique qualities, the Thames is drawn across a picture of the earth - suggesting the 215-mile-long waterway can be seen from space.
The design is a twist on the myth that the Great Wall of China can be viewed from orbit.
It is one of a series of images that showing the meandering Thames on a globe-like background, each representing a different element of the city.
In one, the globe shape becomes the head of a microphone, promoting London's music scene.
In another, an exploding firework forms the circular shape, representing the capital's many festivals and celebrations. The images have the slogan: "See the world. Visit London."
The advertising campaign is by tourism agency Visit London. Details were revealed to the Evening Standard ahead of its official launch on Saturday.
The day after that, the Olympic handover from Beijing will take place.
Visit London chief executive James Bidwell said: "This celebrates a historic moment. The campaign captures our truly global status and underpins the importance of London as the number one international tourist destination.
"We are the greatest city on earth and our strategy is to emphasise this across all our communications. On Sunday the Olympic spotlight will be on our capital.
"London already welcomes more overseas tourists than any other city in the world and our goal is to maintain that momentum in the lead-up to and beyond the 2012 Games."
Mayor Boris Johnson said: "This is the largest ever campaign launched by Visit London and it really captures the excitement and anticipation of the Olympic handover."
As well as the main slogan, the poster of the microphone reads: "From the Riverfront Jazz Festival to the BBC Proms in the Park, there's a world of music festivals in London." The firework design says: "From the Mayor's Thames Festival to the Chelsea Flower Show, to the Notting Hill Carnival, there's a world of celebrations in London."
Reader views (20)
Melinda mentioned L.A and N.Y as some of the greatest cities on earth....How many have come down to Sydney...Australia....the happiest place on earth...(sorry Walt)....and the best...but Americans would not know where it is as it is outside the good old USA..
- Peter Ingram, Sydney...Australia
Melinda from Sarasota: Los Angeles doesn't hold a candle. I should know, I was born and raised there.
New York is truly amazing, and in my view the only true competitor for 'world's greatest city'.
The Visit London campaign is rather classy, and more than a bit epic. And I think it puts into stark relief London's remarkable energy.
London has been 'on the pulse' for hundreds of years, and continues to be to this day. We should be proud of living in a truly global village.
- Rene Moya, London, UK
I am by nature and reputation an unrepentant cynic and doubting Thomas hammered into submission by years of frustrated achievement and remain sceptical about any form of promotional activity. Nonetheless I have no right to be such a misery: I have been part of what I suggest will be regarded as the golden years of UK, born at the end of the war, educated freely by the Butler Education Act. Kept fit and toothful by a benevolent health service, offered all sorts of career opportunities as UK rebuilt itself after the war (in the face of diversive activity from those who denied competition and who shunned the free market) to arrive in the halcyon meadows of pension -fed retirement: To me the 2012 Olympics apart from an event to be reached represent the ONE LAST SHOT of a Nation that has fought above its weight for nearly 600 years and which will provide a springboard for continued influence for the UK in the rest of the world for the rest of century. Sometime before the end of the century we are going to have to be satisfied with being part of someone elses team, BUT IN THE INTERIM dump the cynicism, abolish the scepticism, and support the 2012 games. I especially like the tourist Globe and distinctive river profile, not least as my home is nearly centre of the world. Visitor Accommodation available.
- Ray Mccarthy, London, England
I'm sorry... did you say London-greatest city on Earth?
Well, I'm sure that comes as a shock to Los Angeles and New York!
- Melinda, Sarasota, FL USA
Yes, I know singers use mics but seeing an image of the Thames superimposed over one does not make me think of the London Music scene.
And my dear Lester, have to be unintelligent not recognise the shape of the Thames? Come now, this is a matter of knowledge and how many river shapes from around the world would you recognise.
- London, London
Let's face it: we all know the London Olympics will be an unfinished shambles. Building work is barely under way and new transport links not even started.
If I had any cash I think I'd buy shares in marque and tent companies as they'll be needed by the thousands when it comes near to opening day.
- Mikko Takala, Drumnadrochit, Scotland
Risk your life...visit London
- Eddie, Hammersmith
Some classic negative English comments.. I think it's a great campaign and highlight what a diverse and truly world-class city London is..
As for the guy from Frankfurt - Whatever!
- Stephen, London
Interesting point from Wq. Maybe we should hold the event in Frankfurt, that hotbed of brilliant architecture, superlative humour and wanton excitement...
- Alex Balfour, Hong Kong
Pretty nice.
Stephen - a mic for music? Could it be for the singers? Could it be for the rappers? Could it be for the DJs?
- Pat, United Kingdom
Are these the same folks that made that gawd-awful logo?
- Ryssee, Boston, MA, USA
From this side of the Atlantic, the shape of the Thames is not a recognizable symbol of London. The more striking images would be Big Ben, the London Bridge, and the changing of the guard at Buckingham Palace. How many folks outside of a particular region are going to know the shape of that region's waterways?
- Christine, Indiana, USA
Lots of people are going to think it is a snake and NOT the river Thames! Anyway, the fact that the Olympics are going to be held in London is absolutely ridiculous. It is one of the worst places to hold this event and they will never be completely ready on time. Mark my words!
- Wq, Frankfurt, Germany
Very poor. The globe screams 'arrogance' to me given the actual miniscule size of the entire UK let alone London, but at least it fits in with tag line 'see the world' - but what relevance to the microphone and pink pom-pom have to anything?
- Deborah, London
"suggesting the 215-mile-long waterway can be seen from space" - surly it is suggesting more that by visiting London one is able to experience an abundance of cultures from around the globe, hence depicting the World in the image of London?
- Richard, London
Most people will think it's a sperm and an ovum.
- Bruce Robertson, Brighton
Not bad! Could we ditch that awful 2012 logo in favour of this? Please, please, please. The Olympic logo is just embarrassing
- Simon, London
Excellent advertisements. One would have to be pretty unintelligent not to recognise the shape of the River Thames in an advertisement for London!
- Lester May, Camden Town, London, England
I have got to disagree with Stephen. I think it looks brilliant. It's also original, eye-catching and gets the message across loud and clear.
- Jonathan, London, UK
Not very good are they. How many non-Eastenders fans are going to recognise the shape of the Thames?
And a mic for music? I didn't get it....
- Stephen, London
