London mayor Boris Johnson has unveiled a new £2m international marketing campaign, which has been designed to promote the capital as the experience of a lifetime for overseas visitors.

It is expected that the London Development Agency (LDA)-funded Only in London campaign, launched to coincide with the first day of British Tourism Week, will generate an additional £60m for the capital's economy by the end of the year.

The campaign will focus on the unique nature of London's tourist attractions, including the chance to ride the London Eye, the world's largest observation wheel, to drink at the longest champagne bar in Europe at St Pancras International Station, and to see the Rosetta Stone at the British Museum.

A total of 100 London experiences will be promoted by VisitLondon throughout the campaign, which will launch in the UK at the end of April before being rolled out to the European and North American markets during the summer.

Johnson said: "Only in London can you visit the historic Houses of Parliament in the morning, ride the London Eye in the afternoon, and see a wonderful West End show before deciding which of the world's cuisines to sample in its many restaurants.

"As well as the massive choice of things to do and see, our overseas visitors will find London even greater value for money today. They'll see that their travel budget buys so much more in London and the only limit to their enjoyment will be not having enough hours in the day to fit it all in."

VisitLondon interim chief executive, Sally Chatterjee, said: "Only in London is a confident and recognisable phrase that we know rings true with people who both visit and live in the city. What's often familiar to us is very special to visitors."

Harvey McGrath, LDA chair, added: "The promotion of London is a core part of the LDA's role to promote London's economy. We are providing additional funding for VisitLondon as part of the mayor's Economic Recovery Action Plan, and attracting additional visitors to London is a highly cost-effective way to provide a vital boost to London's economy."

The campaign is likely to include radio, online, press and outdoor advertising, and follows on from the £600,000 winter marketing campaign, which generated £6.7m for the capital's economy.

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