The 'Totally London' campaign, in which retailers will run special promotions in an effort to generate footfall in the capital kicks off tomorrow (May 17) and will run until June 15.
Retailers such as Selfridges, Marks & Spencer, Sainsbury's and Austin Reed are all participating in the£3.8 million initiative. Some 20 Regent Street stores will offer 20 per cent off during the campaign, and there will be discounts on public transport, in restaurants and at theatres.
The New West End Company is working in partnership with the London Tourist Board on the month-long promotion.
NWEC chief executive Helen Robinson said: 'This imaginative campaign will remind people of the breadth of choice and special offers that await them.'
- Up to one in four retailers will leave the congestion charge zone, according to London Chamber of Commerce.