Magazine article Marketing

BTA Plans Foot and Mouth Ad Battle

Magazine article Marketing

BTA Plans Foot and Mouth Ad Battle

Article excerpt

The British Tourist Authority (BTA) is to hire an ad agency and a PR agency to combat the steep drop in tourism caused by the foot and mouth crisis.

Together with British Airways, Thistle Hotels and other undisclosed companies in the tourism industry, the BTA plans to wage a PR campaign in 27 overseas markets until the spread of foot and mouth has abated. It will then launch an advertising campaign using e-mail, print and broadcast. Sandie Dawe, BTA director of marketing and communications, said: "At the moment, advertising would be a waste of money. We have to wait until we have turned a corner with foot and mouth, and then we can go proactive."

Dawe said the BTA would use e-mail to target its database of ten million international visitors, alongside a variety of print and broadcast advertising tailored to local markets.

The BTA will see PR and creative agencies drawn from COI Communications' rosters. …

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