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Leading figures from the arts, business, sport and politics today joined Sadiq Khan to launch a global campaign to encourage visitors and investment to London in the wake of the Brexit vote.

The Mayor hopes the campaign, #LondonIsOpen, will show international partners the capital is still open for business and retains its entrepreneurial and creative spirit.

It was immediately backed by new Prime Minister Theresa May and former Mayor Boris Johnson as well as celebrities including Jude Law, One Direction’s Niall Horan and singer Lianne La Havas.

Major firms Google, Hilton and Merlin Entertainments, the City of London and business leaders like Sir Richard Branson have thrown their weight behind the campaign.

Mr Khan also wants to reassure the one million European Union nationals who live in London that they will always be welcome - and that discrimination will not be tolerated.

He urged all Londoners, businesses and organisations to show their support for the welcome message via social media, or in other creative ways. He released a film of himself opening the door of his City Hall office, with his deputy mayors grouped inside.

“London is the best city in the world. It is creative, international, entrepreneurial and full of opportunities. I’m incredibly proud to be Mayor of a city that’s so comfortable with its diversity and so optimistic about its future,” he said.

“We don’t simply tolerate each others’ differences, we celebrate them. Many people from all over the globe live and work here, contributing to every aspect of life in our city.

“We now need to make sure that people across London, and the globe, hear that #LondonIsOpen. I urge everybody to get involved with this simple but powerful campaign to send a positive message to the world.”

Leading Londoners had voiced concern about the impact of pulling out of the European Union on the capital, which voted overwhelmingly to remain, and there have been fears over an economic downturn and an immigration crackdown.

But Prime Minister Theresa May told the Standard: “London is one of the greatest cities on earth and we have every reason to be optimistic for its future.

“I have been very clear that Brexit means Brexit and that we are going to make a success of it, both for our capital city as well as the rest of the country. This is a unique opportunity to take advantage of international trade and business and strengthen our ties across the world culturally as well as financially.

“Furthermore, small business is the lifeblood of our city and I will do everything I can to maximise opportunities for everyone, not just the privileged few.”

Former mayor Boris Johnson, speaking from Brussels on his first overseas visit as Foreign Secretary, added: “London is perfectly positioned as Europe’s global hub for finance, tech, culture and science.

“Brexit won’t change that, in fact it represents a fantastic opportunity for London and for the UK to trade openly not just with our European friends and partners, but with the world.”

The campaign was devised by the Mayor’s promotional agency, London & Partners, to help allay fears. Chief executive, Gordon Innes, said: “London’s economic success is built on hundreds of years of international businesses, investors and skilled workers coming here to be part of the most open and dynamic city economy in the world.

“None of that changed with the result, none of that will change over the next two years and all of the terms of the UK’s exit from the EU are open for negotiation.”

Influential figures from across London public life backed the campaign.

City of London policy chairman Mark Boleat said: “We need to make sure our international partners know the UK is open for business, welcoming of foreign investment and that we are determined to remain the leading financial centre of the world.

“We are still the gateway for trade with Europe from the rest of the world and a huge market in our own right.”

Education leaders from the University of the Arts, the London School of Economics, London South Bank University and King’s College London gave their backing.

A series of films will be broadcast at major events, the first featuring a line-up of creative and musical stars including Hollywood actor Mr Law, and singers Jarvis Cocker and Olly Murs.

The Mayor has invited leading international artists, including Sol Calero, Alexandre de Cuhna, Gillian Wearing and Jeremy Deller, to interpret #LondonIsOpen in their own way, with the pieces appearing across the capital’s transport network.

The world of sports gave its support with Martin Glenn, chief executive of the Football Association, saying: “The FA is proud to support the #LondonIsOpen campaign to ensure that London and Wembley Stadium remains an iconic venue for global sport and music.

“We’re looking forward to hosting the whole of Europe again for the semi-final and finals of Euro 2020”.

Tony Fernandes, QPR co-chairman, added: “However people voted in the EU referendum, London is open for business. The diversity of the city is one of its greatest strengths and should be celebrated.”

The campaign will be promoted at leading visitor attractions across the capital this summer, after figures revealed a record 3.8 million visits from overseas travellers in the first three months of this year.

Sharon Ament, Director of the Museum of London, said: “For two thousand years London has been a global city taking in people, goods and ideas from across the world.

“The Museum of London tells the story of a London that has been open to everyone since its very beginning and a London that will continue to be into the future.”