London mayor Boris Johnson has launched London's latest promotional agency, which aims to turn the capital into a much stronger global brand.

Mr Johnson claims that the new agency, London & Partners, will push forward the city's tourism agenda in the run-up to the 2012 Olympic Games and ensure that the most is made of the capital's tourism hotspots.

The partnership includes staff from Think London, Study London and Visit London and is part-funded by the mayor himself.

Dame Judith Mayhew Jonas, who will chair the new agency, said: “As a city, we already lead the way for visitors, businesses and education and now we have the opportunity to develop our strengths even further.

“London & Partners will be able to champion everything that makes the capital so dynamic and secure its future as a leading global city.”

London & Partners will also be promoting the mayor's £220 million Great Outdoors Programme – which will be used to revamp green spaces in the capital.

1 “Mayor launches super agency to promote London and welcome the world“. London & Partners. Friday, April 1st 2011.

Posted by Carl Blackshaw