VisitBritain and DCMS in £25m global tourism push
VisitBritain, the marketing body and UK tourism board, and the Department for Culture, Media and Sport (DCMS) today announced the launch of a £25m global marketing push to boost tourism to the UK over the next four years.
The drive is part of DCMS's 'Great' campaign, which aims to drive 4.6 million extra visitors to Britain over that period, which the Government hopes will create an additional £2.3bn in visitor spend.
VisitBritain and DCMS have partnered with MediaCom to create the global TV, outdoor and digital campaign, which will run across 14 cities in nine countries, with internet giant Yahoo secured as the exclusive digital display partner. The campaign itself will run until March 2013.
Jeremy Hunt, secretary of state for culture, Olympics, media and sport said: "We are taking the fight for the tourist pound right to our competitors' doorsteps, with a sales assault on the 14 biggest and most lucrative tourism markets around the world.
"Right across the world, there will be no escape from the message that Britain is great."
Sandie Dawe, VisitBritain chief executive, added that the events of 2012, including the Olympic Games and the Queen's Diamond Jubilee, provided a "once-in-a-lifetime opportunity to build a solid tourism legacy".
The cities targeted by the campaign are: Beijing, Berlin, Los Angeles, Melbourne, Mumbai, New Delhi, New York, Paris, Rio de Janeiro, Sao Paulo, Shanghai, Sydney, Tokyo, and Toronto.
Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES
This article was first published on marketingmagazine.co.uk
- SENIOR ACCOUNT MANAGER - INTEGRATED B2B AGENCY Live Recruitment Negotiable, London
- Direct Marketing Executive Stopgap £26000 per annum, London
- Account Manager- Integrated Creative Agency Spectrum 360 Recruitment £26k - £33k, London (Central), London (Greater)
- PROJECT MANAGER - LONDON - £30-40K + BENEFITS Salt £30000 - £40000 per annum + Benefits, London
- Brand Manager Ball & Hoolahan £42,000 + Car/Car Allowance, London (Central), London (Greater)
- Katharine Viner becomes first female editor-in-chief of Guardian News & Media
- Why Viacom spent £120m extending Channel 5's Big Brother deal for three more years
- Tesco media review pits Initiative against MediaCom and ZenithOptimedia
- Comparethemarket.com offers two for one cinema tickets with Meerkat Movies
- Google's European leader says viewing habits are 'changing dramatically'
- Campaign Viral Chart: Robert Downey Jr features in chart topper