Visit London Income Strategy

Description

Visit London (VL) is the official visitor brand for London and has built a sizeable and engaged audience across a variety of online platforms. We currently generate over £1m income from these channels. The brand is also trusted and well known by our tourism partners. However there is no clear income strategy for the VL brand and channels. Each channel has an individual plan and whilst some already contribute to income, the overall strategy is fragmented.     Consumer behaviour and channel opportunities are changing, so too the competitive landscape. We are competing for income and eyeballs with social media channels, Google, specialist travel ecommerce sites, Online Travel Agencies, and lifestyle brands such as Buzzfeed. The requirements of brands/partners are also changing. They want customized, multi-channel access to targeted audiences.     How can we better use our brand, channels, data and position as London's official promotional agency to develop a stronger income proposition to future proof income?