Albion becomes digital lead on Visit Britain

By Matt Williams,, Thursday, 06 May 2010 09:57AM

LONDON - VisitBritain, the tourism agency, has appointed Albion as the lead strategic agency for its global digital account.

Sherlock Holmes…film was used to promote UK locations

Sherlock Holmes…film was used to promote UK locations

The appointment was made after a pitch that involved Beta, Creative Direction and The Good Agency. Iain Morrison, VisitBritain's international marketing manager, handled the process.

Albion will create digital and social network campaigns promoting UK attractions to young people and early adopters around the world.

The first work will run this summer in 35 countries in Europe, North America, the Middle East, Africa and the Asia-Pacific region.

VisitBritain recently introduced a three-year marketing strategy based on the themes "dynamic", "Generation Y", "gay and lesbian", "classic" and "luxury". The tourism body already works with a number of integrated agencies on its advertising campaigns, including Farm, Steak and Cogent Elliot.

Last year, it also appointed SapientNitro to handle a series of web builds across its portfolio of sites.

The tourism board's most recent campaign was released in conjunction with the Guy Ritchie film Sherlock Holmes, and focused on the various locations in the UK associated with the fictional detective. 

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