London Mayor, Ken Livingstone, has teamed up with tourism body Visit London to give the city a new look and challenge long-standing preconceptions about the capital.

The new international branding strategy – known as London Unlimited – aims to maximise the opportunities presented by the Olympic bid victory and repair the damage caused by the July terrorist attacks.

It will be a long-term campaign designed to sell London as the capital of Europe by promoting its business and education opportunities.

Emerging markets like Russia, China and India will be targeted initially – with the Mayor set to visit Beijing early in 2006 – in the hope of increasing inward investment. Details: www.london.gov.uk