The organisation has called for an expression of interest in a tender named "Brand proposition for the GB tourism brand". The process is only open to agencies on the government’s roster.
The project is separate to VisitBritain’s retained account, which is held by Rainey Kelly Campbell Roalfe/Y&R.
RKCR/Y&R picked up the business in 2013 after a pitch through the Government Procurement Service against other agencies on the creative roster.
VisitBritain got widespread press coverage in 2014 after Ogilvy & Mather Beijing created a campaign that asked people in China to give Chinese names to 101 British tourist attractions.