Up to £20 million per year to lure visitors to London. That's quite a budget and most of us could probably enjoy devising the strategy, aims and tactics to make sure our activity delivered for that kind of spend.
According to PR Week, the UK capital is set to try to lure big sporting and cultural events to its environs. There's even talk of the Super Bowl if it ever moves outside of the USA. That's quite a pitch for some agency to pull together...
While all of this is fine, I suspect most of us are working with much tighter budgets and having to try to squeeze a lot more out of a lot less.
Surely the tools that social media offers might gain us a foothold for much less spend. I'm certainly looking at online petitions, gimmicky campaigns (the puppy webcam was one such...) that get visitors to the website, then we hope they'll see some of the strategically positioned personal safety and crime prevention advice when they're on. We all have to get a lot more creative!!
And, wait for it, we have to depend on the tools becoming so ubiquitous that people accept and use them (in the way that mobile phones are now de rigeur, not so long ago they were an oddity). As Clay Shirky says, the most profound effects of these tools will lag their invention by years and we have in place what he describes as a critical mass of adopters.
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Shirky also writes about the importance of the 'promise, tool, bargain' (p. 261). In old media terms this surely translates as there being no subistitute for creativity, knowing your readers and projecting a compelling story.
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