VisitLondon has launched a £4m, six-month marketing campaign to attract visitors from the rest of the UK and Europe to the capital.

The initiative starts this week with four versions of a tv ad appearing in England over the next month. These will focus on clubbing, sightseeing, free museums and theatre.

VisitLondon’s ceo, David Campbell, said: "This is a huge and exciting step for London. For the first time we have the funding for an image-led campaign which firmly establishes London as the destination with a unique and vast choice of things to see and do."

The tv advertising will be supported by press ads in the UK in 17 regional newspapers and will be complemented by value offers from commercial partners. A similar press campaign will launch in the key European markets – France and Germany – in December 2003. Details: www.visitlondon.com