Visit London is to launch two marketing campaigns aimed at driving visitors from Europe and the UK to the capital this week.

The European campaign – which will involve a mix of radio, outdoor advertising and print – will go live in France, Germany, Ireland, Spain, Italy and The Netherlands until the end of November. Ads on the Paris Metro system are intended to coincide with the rugby World Cup.

Martine Ainsworth-Wells, Visit London’s marketing director, said: “The campaign marks the first time Visit London has used outdoor advertising in France, the city’s biggest European market and second biggest market globally after the USA.”

Online display and search engine marketing – or SEM – advertising will support the traditional media from October to March.

The UK campaign will target visitors aged 45 plus, and will promote a range of short break itineraries of themed weekends.

The campaign will include online, radio and outdoor advertisements and will run till the end of October.