Visit London will be targeting the 45-plus market with a UK-wide radio marketing campaign.
The adverts, launching this week on Classic FM and Talk Sport, will promote short-break itineraries focusing on arts and leisure. They will be backed by by an online campaign and will also appear on the GNER rail network.
Marketing director Martine Ainsworth-Wells said: “The short-break ideas will demonstrate London’s diversity and make it easier to plan a trip to the capital.”
The campaign is being carried across Europe with key markets in France, Germany, Ireland, Spain, Italy and the Netherlands all being targeted with radio, outdoor and print adverts.