Magazine article Marketing

BTA Set for [Pounds Sterling]40m Blitz to Tempt Back Tourists

Magazine article Marketing

BTA Set for [Pounds Sterling]40m Blitz to Tempt Back Tourists

Article excerpt

The government has unveiled a [pounds sterling]40m marketing package as it attempts to reverse the [pounds sterling]2bn drop in revenue suffered by the UK tourism industry last year.

The rescue plan will include a [pounds sterling]25m advertising push designed to tempt back one million visitors who were put off coming to Britain last year by the foot-and-mouth crisis and the aftermath of the terrorist attacks on the US.

Companies including British Airways, P&O, American Express, Hilton Group, Avis and bmi british midland are partnering with the British Tourist Authority (BTA) to support the campaign. The push was unveiled by culture secretary Tessa Jowell on Monday.

The advertising blitz will focus on seven key markets, including the US, which account for 60% of visitors to the UK. COI Communications roster agencies Ogilvy & Mather, BMP DDB and Abbott Mead Vickers BBDO will fight it out for the business, which will run between April and September. A pitch will take place in mid-March. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.