The organisation has sent a pre-selection questionnaire to COI roster shops with the intention of shortlisting three agencies to pitch for the account.
An appointment will be made later this year, and the successful agency will be responsible for creating an integrated campaign, including TV spots, that aims to leverage the events happening in England during 2012 to boost tourism growth that year and in the long-term.
VisitEngland has identified 2012 as an ideal year to grow interest in the country, thanks to events such as the London Olympic Games and the accompanying Torch Relay and Cultural Olympiad events.
2012 will also feature the Queen’s Diamond Jubilee, and the tourist board hopes that the celebrations will help attract a further swell of visitors from abroad.
Like VisitEngland, a number of other UK-based tourist boards have conducted reviews of its advertising activity ahead of 2012.
In January, Visit Britain appointed M&C Saatchi to handle the launch of a £100 million global marketing campaign, while London & Partners, the new body set-up to promote tourism in London, handed its advertising account to Rainey Kelly Campbell Roalfe/Y&R in April.