London & Partners will lure American event planners using the ‘smells of London’ when it exhibits at Reed’s inaugural North American trade show, AIBTM, later this month.
The capital’s new promotional agency (formerly known as Visit London), will launch its first ever 'scratch and sniff' London mini guide at the exhibition in Baltimore, taking place from 21-23 June.
Smells featured in the guide include ‘fish and chips’ and ‘strawberries and cream’, as it highlights upcoming events in the capital such as the 200-year anniversary of Charles Dickens and Wimbledon fortnight.
AIBTM expects to host 2,000 buyers, made up predominantly of US-based meeting planners with domestic and international business, as well as those from Canada, Mexico, Latin America, Asia and Europe.
Chris FJ Lynn, sales and marketing director, North America and emerging markets, London & Partners, said the agency needed to put a message out to US buyers following the administration of Visit London in April and its subsequent formation.
"The US audience is still the number one market for business tourism to London and so it was crucial for us to communicate who London & Partners are and the fact that we are still the city's convention bureau, which offers free and impartial advice," he said.
During 2010 the number of business visitors to London from the USA increased by 6.2 per cent; the first growth since 2007. Business and leisure travellers from the States spent a total of £1.3bn in the capital during their stay.
London & Partners will be joined by six partners on their AIBTM stand: ICC London ExCeL; Park Plaza Hotels; Wyndham Grand London Chelsea Harbour; Chelsea Football Club; Grosvenor House, a JW Marriott Hotel and The Queen Elizabeth II Conference Centre.