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Stag parties and holidaymakers from across the globe are being encouraged to make the most of all that London has to offer as part of a new marketing campaign.
The UK capital has already benefitted from an increase in visitor numbers over recent months, but officials are keen to further promote the "distinctive and rich diversity" of the city.
Mayor Boris Johnson was present at the London Eye to announce the £2-million campaign, which will launch in the UK at the end of April and spread to international markets over the summer.
Visit London's interim chief executive Sally Chatterjee said: "It's a great way of reminding the world and ourselves of the sheer range and depth of attractions, events and history that make our wonderful city unique."
With the current weakness of the pound making the cost of a trip abroad more expensive for Brits, Ms Chatterjee claimed earlier this month that there "has never been a better time" to visit London.