VisitBritain puts riots behind it and resumes 'You're Invited' campaign

By Loulla-Mae Eleftheriou-Smith, marketingmagazine.co.uk, Friday, 19 August 2011 01:30PM

VisitBritain, the national tourism board, has resumed its digital marketing activity with the BBC for its £100m 'You're Invited' global campaign, following a 10-day suspension caused by the riots in England.

London Riots: scenes like this prompted VisitBritain to suspend its ads

London Riots: scenes like this prompted VisitBritain to suspend its ads

VisitBritain has confirmed that digital ads for the 'You're Invited' campaign, which was pulled from the BBC's international news site and BBC iPlayer on 9 August, is back up and running.

The body said all marketing activity is "back to normal" and plans for the second phase of the campaign, expected next month, are underway.

VisitBritain’s head of marketing Joss Croft told Marketing last week that it was pulling the ads from the BBC channels as they were "no longer appropriate" while the London riots were taking place.

Croft said at the time: "The message of the TV ad is very much around 'welcome' and it is an important strategy that is still sound, but timing is what we need to keep an eye on."

London & Partners, the promotion agency for the capital, said last week that its marketing campaign is still on track for a September launch.

This article was first published on marketingmagazine.co.uk

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