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.
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