VisitEngland defends £5m campaign after industry attack
VisitEngland chief James Beresford has hit back at industry criticism of the £5m marketing spend on the body's 'GREAT' campaign to promote domestic tourism.
Beresford said the investment was ‘relatively modest’ compared with the spend of international tour operators.
Both Beresford and John Penrose, the minister for tourism and heritage, came under fire at an ABTA conference for funding a campaign discouraging British consumers from holidaying abroad.
In the TV ad, which rolled out in March, actor Stephen Fry asks ‘Why on earth would anyone want to go abroad in 2012?’
Beresford told Marketing: ‘It’s worth pointing out that overseas tourist boards spent £52m in the last financial year trying to seduce Brits overseas, while hotels, airlines and tour operators spent an additional £116m for the same purpose. I think this puts a £5m campaign into perspective.’
He added that initial Visit-England research found 56% of consumers that saw the ad would be ‘more likely’ to consider the UK for a short break.
This article was first published on marketingmagazine.co.uk
- Head of UX & Digital Design Director MCG Associates tax free competitive package, Dubai (Emirate) (AE)
- Freelance Copywriter Purple Consultancy £220 - £250 per day, London
- PR Account Manager / Senior PR Account Executive AF Selection £23,000 - £32,000 plus benefits, Birmingham, West Midlands
- PPC Account Executive Guru Careers £25 - 28k (DOE) + Benefits, Based in London (W11)
- Digital Project Manager Purple Consultancy £30000 - £35000 per annum, London
- ZenithOptimedia loses £200m O2 business to Havas Media without a pitch
- Facebook IQ reveals marketing to millennials is flawed
- Vizeum retains £14m AB InBev in the UK and adds European markets
- Breast Cancer Campaign crowd-sources videos for 'wear it pink' campaign
- Sir Martin Sorrell labels Omnicom CFO exit 'bizarre'
- Guardian joins forces with Telegraph for media planning tool