VisitBritain has rolled out the second phase to its GREAT campaign using images from the Olympics opening ceremony.
The latest print and television adverts have been unveiled as part of the board’s four-year £125m marketing campaign targeted at augmenting tourist numbers by an extra 4.6 million. The campaign is targeting 14 cities in nine countries some of which are Brazil, USA, Germany, India and Australia including tie-ups with airlines, hotels and tour operators.
In addition, VisitBritain has teamed up with British Airways to plug a £5m promotion into the US, India, China, Japan and the Middle East encouraging people to spend their festive holidays shopping in Britain.
“Britain’s image and reputation around the world is riding high, this next stage of our GREAT campaign aims to convert worldwide interest into increased bookings. We’ve captured the world’s imagination on TV screens over the last few weeks, and now is the time to inspire them to come to Britain,” said Laurence Bresh, director of marketing at VisitBritain.