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Boris launches £60 million campaign to boost capital's economy

Updated: 10:25 EDT, 26 March 2009

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London Mayor Boris Johnson today launched an international tourist campaign that could boost the capital’s economy by as much as £60 million this year.

Mr Johnson travelled on the London Eye to promote the campaign, which is designed to boost the number of overseas visitors to the city.

London Mayor Boris Johnson on The London Eye

London Mayor Boris Johnson took a ride on The London Eye to mark the launch of the 'Only In London' campaign

The campaign will be called "Only in London" and will focus on the capital's unique sights and attractions.

The international marketing campaign will cost £2 million and is being funded by the London Development Agency.

It will be launched in the UK at the end of April and then rolled out across international markets in the summer.

Mr 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.'

He added that, thanks to the current exchange rate London was 'even greater value for money today.'

He said: '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.'

London Development Agency (LDA) chairman Harvey McGrath said: 'We are treating the challenges faced by London's business community in the current economic downturn as our highest priority.'

To celebrate the campaign, Visit London has launched an ‘Only in London 100’ – one hundred examples of what make the capital a unique place to visit. Highlights include: