The latest year end figures show that London’s share of the national apprenticeship total of new starts has now risen from 7.3 per cent to more than nine per cent in the past year.

The Mayor's campaign, in association with the National Apprenticeship Service, and his own push with top London employers has been so successful that he has now upped his target on apprentices to hit the 100,000 mark by the end of 2012.

The Mayor is working with the National Apprenticeships Service and London employers - including the Greater London Authority group and its contractors - to deliver the 60,000 new apprenticeship opportunities needed to hit the target.

A new marketing campaign led by both the National Apprenticeship Service and City Hall highlighting the value of apprenticeships has been launched to target businesses across London in the weeks and months ahead.

The Mayor is particularly keen to build on the success of work done with business sectors that play to London’s strengths, namely financial services, digital, creative, cultural, retail and hospitality, where apprenticeships are still underrepresented compared to the size of their workforces.

The Mayor of London, Boris Johnson, said: “As we grapple with difficult economic conditions and a tough labour market it is clear that an increasing number of employers are helping to address the problem by turning to apprenticeships as a way of supporting their businesses and developing employee skills.

“While we have had fantastic success on the numbers, we have to drive on and take the cause to those companies who have not yet seen how apprentices can increase their competitiveness and boost the bottom line.

“Becoming an apprentice is no longer seen as a second choice career option and many school leavers are yearning for the opportunity to take their first step on the career ladder."

Vic Grimes, Divisional Apprenticeship Director for the National Apprenticeship Service in London and the South East, said:  “The National Apprenticeship Service is working closely with the GLA, business organisations and employers to ensure that the increase in Apprenticeships in London continues.

“I’m delighted with the increase especially amongst young people and those of the Higher and Advanced Apprenticeships, but we know there is a lot of hard work involved ahead as we work to promote the real benefits for business that high quality Apprenticeship programmes bring to employers of all sizes and all sectors. “