Boris Johnson, the mayor of London, has announced a new £2m marketing campaign for the capital. 'Only in London' aims to boost overseas visitor numbers to the city.

Johnson unveiled the details of the Only in London campaign yesterday on the London Eye, according to TravelWeekly. The announcement came on the first day of British Tourism Week , when Johnson also launched Only in London 100 - 100 examples of what makes England 's capital an unequalled tourist destination.

Only in London, which will benefit owners of London apartments by attracting more holidaymakers to the city, has been developed taking visitors' wishes into account. Recent research into London's visitor market revealed that people were keen to visit the city but were concerned about expense.

Announcing the campaign, Johnson said: "As well as the massive choice of things to do and see, our 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."

Only in London is expected to generate a further £60m for the city's economy by the end of 2009. The campaign will be officially launched in the UK at the end of April. It will then be extended to target overseas markets in Europe and North America during the summer.

This story was brought to you by holiday lettings .co.uk, the UK's No.1 for holiday homes worldwide.

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