The British Tourist Authority is poised to appoint Abbott Mead
Vickers BBDO to create a £5m international advertising campaign.
The ads will be aimed at helping the UK's tourism industry recover from
the impact of the foot and mouth crisis and terrorism.
The BTA, which refused to confirm AMV BBDO's appointment as Marketing
went to press, is planning an international marketing offensive to
encourage people to visit the UK next year.
The agency will be responsible for creating ideas based on four key
themes: cities, sport, the countryside and heritage.
The campaign, which will run from January to March and could be extended
if further funding is secured, will position the UK as a destination for
celebration, with the Queen's Golden Jubilee and the Commonwealth Games
taking place here next year.
It will also have a strong message of reassurance, communicating that
the UK is safe and open for business.
The campaign will target seven key markets: Germany, France, Belgium,
Ireland, the Netherlands, Canada and the US.
The number of visitors to the UK has dropped sharply following the
outbreak of foot and mouth disease in March. The industry received a
further setback with the terrorist attacks on the US on September
In the nine months to September, 18.3 million foreign nationals visited
the UK, down 7% on the same period last year.
AMV is believed to have won the pitch, coordinated by COI
Communications, after a contest against fellow COI roster agencies
McCann-Erickson, M&C Saatchi and Ogilvy & Mather.
The BTA recently signed a deal to become one of the second-tier partners
of the FA Premier League. The deal sees the BTA logo superimposed on
international coverage of Premiership matches.