The sweet smell of success brought to you by London

First 'scratch and sniff' mini guide launched on London & Partners booth #649.

London & Partners, the official promotional agency for the capital (formerly known as Visit London), will launch their first ever 'scratch and sniff' sensory experience which will give event planners a 'scents' of what London has in store for 2012.

AIBTM will be the first North American trade show for the new 'super agency' which was launched by the Mayor of London Boris Johnson on 1st April 2011.

London & Partners brings together London's promotional activity in tourism, inward investment and higher education, incorporating the previous agencies of Visit London, Think London and Study London. The new agency will continue Visit London's work as the official convention bureau and event solutions service for the city.

With the 1 year countdown to the London 2012 Olympic and Paralympic Games fast approaching, the theme on the London's new mini guide will be 'Scratch (and sniff) the surface of London', as London & Partners send the message that the city has a vast range of amazing and unmissable events and unique activities taking place across the next 12 months!

The 'aromatic' guide gives a fragrant flavor of the delights that await business visitors in the UK capital and includes quirky facts such as:

- The first 'fish and chips' dish is mentioned in Charles Dickens's Oliver Twist, where Oliver lives in London. 2012 is 'Dickens Year' with many events and exhibitions set to take place in London.

- Over the Wimbledon fortnight - Wimbledon serves up 23 tonnes of strawberries and cream. The Wimbledon Lawn Tennis Club is one of the official 2012 Olympic host venues. It also offers the Wimbledon Lawn Tennis Museum, a fully interactive exhibition.

Chris FJ Lynn, Sales & Marketing Director, North America & Emerging Markets said of the new guide:

'London is one of the most inspirational and diverse capitals in the world and over the next year it is set to host some of the biggest and most exciting events in the world. We wanted to create a fun sensory guide which will highlight all the events happening in 2012 - from the 200 year anniversary of Charles Dickens', the Queen's Diamond Jubilee celebrations in June and of course the biggest sporting event in the world the 2012 Olympic and Paralympic Games which start in July next year.'

Lynn added: '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!'

London & Partners will be joined by six partners on their AIBTM stand, together showcasing some of the very best venues, hotels and visitor services available in the city: 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.

So inhale, breathe deep and get inspired with London & Partners!

Notes to Editors


Chloe Couchman
Business & Major Events Senior PR Manager
London & Partners
T:  +44 (0)20 7234 5727