Visit London has teamed up with Transport for London for a £1.25m campaign to attract visitors to the capital.
The campaign encourages themed weekend trips to London and the use of TfL's Oyster card to travel around the city. It includes advertising in national and regional newspapers and on radio together with online activity.
There will also be distribution of a booklet throughout the UK. The campaign has been created by Rainey Kelley Campbell Roalfe/Y&R and media is being handled by OMD.
Themes being used in the ads include a restaurant-based execution under the banner "Ditch the Diet!" and an appeal to romantics straplined "Second Honeymoon".
Visit London chief executive James Bidwell said: "People who live in this country make up nearly half of all visitors to the capital. This campaign will keep London top of mind with UK visitors as well as reflecting the breadth and diversity of London's tourism offering in an engaging and humorous way."
The promotion is the fifth initiative aimed at domestic visitors since the terrorist bombing of 7 July last year. Visit London has been working together with other bodies to restore confidence in potential visitors to the capital.
The tourist body has been researching attitudes to London amongst people across the UK and the threat of terrorism is no longer front of mind for the majority.
However, the lure of low cost flights abroad is proving competition for bookings.
By Branwell Johnson
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