VisitBritain, the national tourism agency, has revealed details of its £25m campaign to encourage visitors from nine key overseas markets. The campaign, launched by Culture Secretary Jeremy Hunt, aims to attract an extra 4.6m people over the next four years, creating an additional £2.3bn in international spend. A series of different advertising campaigns will run in major international cities. For example, in New York, subway trains will be wrapped in the Union Jack, and in cinema ads will run in France, India, Brazil and Germany. The campaign, which is set to last until March 2013, will be in addition to a £100m Government match-funded campaign already being run by VisitBritain. Sandie Dawe, VisitBritain chief executive, said: “This campaign will allow us to promote Britain in 14 of the key global economic powerhouse cities where our adverts will be seen by over two-thirds of our target audience. That means nearly 90m people will be focusing on all that is great about coming here for their next holiday. “We have long recognised that 2012 will present us with a once-in-a-lifetime opportunity to build a solid tourism legacy, one that will help us to grow a sector which already contributes over £17bn in foreign exchange to the UK economy each year and has potential to grow.”

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