ANALYSIS: UK Tourism Chief Set to Redefine Promotion
The new BTA head plans on marketing the UK without a rebrand.
As Tom Wright, the new British Tourist Authority (BTA) chief executive, was about to announce his plans for marketing the UK abroad last week, he appeared to be hit with a bombshell.
Just hours before Wright's presentation, culture secretary Tessa Jowell revealed that she was merging the BTA with the English Tourism Council.
A spokeswoman for the BTA claims the news came 'out of the blue'.
Fortunately for Wright however, the merger endorses rather than scuppers his new approach, which relies on a 'brand architecture' marketing strategy.
He has been made chief executive of the combined body and …
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Publication information:
Article title: ANALYSIS: UK Tourism Chief Set to Redefine Promotion.
Contributors: Not available.
Magazine title: Marketing.
Publication date: November 7, 2002.
Page number: 15.
© 2003 Haymarket Business Publications Ltd.
COPYRIGHT 2002 Gale Group.
This material is protected by copyright and, with the exception of fair use, may not be further copied, distributed or transmitted in any form or by any means.
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