"Tube and bus passengers are being offered discounts at top attractions as part of a campaign to tempt visitors back after the 7 July London bombings." said the BBC and I've just also heard this on the radio too. Discounted attractions across 50 venues include the London Eye and London Zoo, plus discounts to musicals and apparently all you have to do is show a Tube or bus ticket!
"Funding for the campaign, run by the mayor's tourist organisation Visit London and Transport for London, is coming from the mayor's budget and some private companies.
It is distributing more than a million copies of a mini-guide listing the city's attractions and events."