Press release from Business Wire India
Source: VisitBritain
Monday, November 07, 2011 05:30 PM IST (12:00 PM GMT)
Editors: General: Consumer interest, Economy, Lifestyle, People, Travel & tourism; Business: Advertising, PR & marketing, Business services, Hospitality, Media & entertainment, Travel & tourism
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Tourism Receives Welcome Injection of Funding to Encourage Overseas Visitors to Choose Great Britain

London, United Kingdom, Monday, November 07, 2011 — (Business Wire India) — The Culture Secretary Jeremy Hunt has today announced that VisitBritain will benefit from a further £27 million of funding to help promote Britain in key overseas markets in a concerted effort to drive greater numbers of visitors to the country over the next four years.

Funding for the national tourism agency will be made available to capitalise on the international attention the UK will receive during 2012 – the year of the Queen’s Diamond Jubilee, and the Olympic and Paralympic Games. This will be in addition to the existing £100 million match-funded marketing campaign being run by VisitBritain, and means that over the next four years inbound tourism to the UK aims to attract an extra 4.6 million visitors, spending an additional £2.3 billion across the country and supporting the creation of almost 60,000 new jobs.

This initiative is part of the GREAT campaign launched by the Prime Minister in September to show the world that Britain is a great place to visit, to live, to invest and to do business with.

Chief Executive of VisitBritain, Sandie Dawe, said: “This additional funding means we will be able to run the largest tourism marketing campaign in our history. We will be taking the GREAT brand into some of the most dynamic, fastest growing and economically important cities across the world to encourage a greater number of people to come and experience the very best of what Britain has to offer.”

“New Yorkers will see our ads in their papers and on the subway as they travel to work, meaning 72% of our target audience there will have a myriad of opportunities to see our campaign. In India and Paris we will also be on cinema screens besides outdoors and papers, while in China we will reach over 15 million potential visitors through a combination of magazines, subway and station ads, as well as using various online platforms.”

“Alongside the inspirational images that will inspire the world to put Britain on its destination wish list, tactical advertising with our industry partners will offer great deals to encourage people to visit now. This GREAT campaign aims to reinvigorate our appeal in mature markets such as the USA where we have seen decline in recent years, and it will help raise our profile in the vital emerging markets, securing growth for the future.”

“Our targets are ambitious, but inbound tourism is already Britain’s third-largest earner of foreign exchange and we know more can be done. VisitBritain’s research indicates tourism has the potential to be one of the five fastest growing sectors of the UK in the years ahead, creating new jobs and helping sustain economic growth. Today’s significant announcement will go a long way to helping us achieve that aim.”

Notes to Editors

— VisitBritain is currently undertaking a £100 million marketing programme, £50 million of which is match-funded by the industry in cash and in kind. The GREAT programme will continue to roll out over the next four years, a crucial period that will build on the exposure gained as a result of hosting a number of key events including the London 2012 Games. While this represents a substantial investment in promoting British tourism overseas, Britain’s international share of voice is limited and the bulk of this programme goes into tactical marketing with industry partners rather than brand building for Britain.

— The GREAT campaign will run in the 21 overseas markets where VisitBritain operates:
– Americas: Brazil, Canada, USA.
– Europe: Austria, Belgium, Denmark, France, Germany, Italy, Netherlands, Norway, Poland, Russia, Spain, Sweden, Switzerland.
– Asia Pacific, Middle East and Africa: Australia, China, India, Japan, UAE.

— The extra funding announced today will see VisitBritain run a comprehensive image campaign to inspire more visitors to travel to Britain throughout 2012 and beyond.

About VisitBritain

— VisitBritain is Britain’s national tourism agency, responsible for marketing Britain worldwide and developing Britain’s visitor economy. A non-departmental public body, funded by the Department for Culture, Media and Sport, we work in partnership with thousands of organisations in the UK and overseas ― the Government, the industry and our strategic partners in London, England, Scotland and Wales ― and seek to ensure that Britain is marketed appropriately around the world.

— Working with the private sector, our priority over the next four-years is to deliver a global marketing programme which takes advantage of the unique opportunity of the Royal Wedding, the Queen’s Diamond Jubilee and the 2012 Games to showcase Britain and attract new visitors from the tourism growth markets of Asia and Latin America, and to reinvigorate our appeal in core markets such as the USA, France and Germany.

— We provide analysis and advice on the issues facing potential visitors, on Britain’s competitive position and the barriers to inbound tourism growth. This is in addition to providing research; market intelligence and analysis to inform the British tourism industry. For further details go to: www.visitbritain.org

— For media enquiries, please contact: David Leslie on 020 7578 1141 or Mark Di-Toro on 020 7578 1098.
— Follow us on twitter @VisitBritainBiz or our consumer Twitter @VisitBritain and www.facebook.com/loveUK

CONTACT DETAILS
Ritushri Dhankher, Press & PR Manager – India, VisitBritain, +91 (124) 2624255, ritushri.dhanker@visitbritain.org

KEYWORDS
CONSUMER, ECONOMY, LIFESTYLE, PEOPLE, TOURISM, MARKETING, BUSINESS SERVICES, HOSPITALITY, MEDIA, TRAVEL

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