Tuesday, 8 November 2011

VisitBritain gets further £27 million for 2012


Some additional money has been earmarked for tourism marketing of Great Britian next year. Should complement the spend being undertaken by the Scottish Government and VisitScotland but will in all likelihood just overlap! I know overly cynical. Anyway the announcement was reported thus on TravelMole.

VisitBritain has been given a further £27 million Government funding to attract visitors from overseas.
Culture Secretary Jeremy Hunt today announced the funding which is to capitalise on the international attention the UK will receive during 2012 - the year of the Queen's Diamond Jubilee, and the Olympic and Paralympic Games.

The UK aims to attract an extra 4.6 million visitors, spending an additional £2.3 billion across the country and supporting the creation of almost 60,000 new jobs.

This will be in addition to the existing £100 million match-funded marketing campaign being run by VisitBritain. It is part of the GREAT campaign launched by the Prime Minister in September to show the world that Britain is a great place to visit, to live, to invest and to do business with.

Chief Executive of VisitBritain Sandie Dawe said: "This additional funding means we will be able to run the largest tourism marketing campaign in our history. New Yorkers will see our ads in their papers and on the subway as they travel to work, meaning 72% of our target audience there will have a myriad of opportunities to see our campaign."

“In India and Paris we will also be on cinemas screens, while in China we will reach over 15 million potential visitors through a combination of magazines, subway and station ads, as well as using various online platforms."

"This GREAT campaign aims to reinvigorate our appeal in mature markets such as the USA where we have seen decline in recent years, and it will help raise our profile in the vital emerging markets, securing growth for the future.”
 
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