London City Hall to be rebranded
London City Hall building with London bridge in the background
London Mayor Boris Johnson has confirmed that City Hall will be rebranded "London House" for the duration of the 2012 Olympic and Paralympic Games.
The Mayor signed a Greater London Authority report this week which said: "London House will actively showcase London's fantastic array of artistic, cultural and business assets.
"It will portray London as the business capital of the world, a thriving centre for international firms to locate in, with a rich pool of talent."
The idea of "London House" was created for the last Olympic Games, in Beijing in 2008, when it generated numerous leads worth in excess of £10 million ($16 million).
London & Partners, the new promotional agency which includes Visit London, intends to organise a programme of activities to target investors, tourism agencies and higher education representatives from target markets, with London House becoming a key central facility for the organisation's seminars and receptions.
The report says that City Hall "will be furnished and dressed to showcase the most creative and cutting edge aspects of the city – in terms of design, business, and creative industries".
Johnson has confirmed that £80,000 ($130,000) will be spent on the project, for which sponsorship will also be sought.
And the venue is next to an Olympic "live site" which will be displaying action during the Games on big screens.