Iberostar to build first Grand Collection Hotel in Majorca

Iberostar to build first Grand Collection Hotel in Majorca

Monday, 03 August 2015 10:40


Emirates adds fourth daily service to Bangkok

Emirates adds fourth daily service to Ba…

Monday, 03 August 2015 10:35

Emirates has added a fourth daily Airbus A380 service from Dubai to Bangkok. 

Crystal to launch new luxury air experiences and ships

Crystal to launch new luxury air experie…

Monday, 03 August 2015 10:30

Crystal Cruises has unveiled plans to follow a new luxury route with new ships that will establish three new classes of cruising and its own Boeing 787 Dreamliner aircraft.

Saint Lucia celebrates Chocolate Heritage Month

Saint Lucia celebrates Chocolate Heritag…

Friday, 31 July 2015 14:05

This August hotels and resorts in Saint Lucia are embracing the island’s rich heritage of cocoa production by creating inventive chocolate services and amenities as well as hands-on experiences for...

Red Sea & Dahab dominate Olympic Holidays’ Egypt programme

Red Sea & Dahab dominate Olympic Hol…

Friday, 31 July 2015 11:02

Olympic Holidays has launched its Winter Sun 2015/16 brochure with additional hotels in Egypt.

Rail and Ale with Railtrail Tours

Rail and Ale with Railtrail Tours

Friday, 31 July 2015 10:52

Railtrail Tours combines the thrills, sights and smells of a day at a steam gala with visits to the best local breweries on its ‘Steam, Rail & Ale’ (and malt)...

Scoot Ferries to run special Cowes Week service

Scoot Ferries to run special Cowes Week …

Thursday, 30 July 2015 09:21

Scoot Ferries Ltd has announced that it will be running a special, scheduled ferry service for this year’s Aberdeen Asset Management Cowes Week.

Shearings launches 2015/16 Autumn & Winter brochure

Shearings launches 2015/16 Autumn & …

Thursday, 30 July 2015 08:57

Shearings Holidays has issued its 2015/16 Autumn Winter programme with new breaks and details on its Christmas and New Year holiday range.

Extended summertime hours at Gardaland Resort

Extended summertime hours at Gardaland R…

Thursday, 30 July 2015 08:47

Until September 13, Gardaland Resort is extending the park’s opening times until 23:00, following the success of its evening event, ‘Gardaland Night is Magic’.

Ranch Rider adds Epic Namibian Horseback Safari

Ranch Rider adds Epic Namibian Horseback…

Wednesday, 29 July 2015 09:05

Ranch Rider is introducing a new 30-day mobile horseback adventure to its Africa collection.

Hotel Football books into the Quays Partnership

Hotel Football books into the Quays Part…

Wednesday, 29 July 2015 08:50

Football themed Hotel Football has joined The Quays Partnership, a group that promotes Greater Manchester's waterfront destination as a tourism destination in Britain.

Electric cars charge into Birmingham Airport

Electric cars charge into Birmingham Air…

Wednesday, 29 July 2015 08:31

Birmingham Airport has become one of the first British airports to join the Electric Highway and offer fast charging for electric motorists.

Rainbow Tours launches new Madagascar trips

Rainbow Tours launches new Madagascar tr…

Tuesday, 28 July 2015 08:14

Rainbow Tours has released a series of new Madagascar itineraries including a group tour led by destination expert Daniel Austin, plus a new tailor-made trip focusing on birding. The operator has...

Taber presents Icelandic package from £775

Taber presents Icelandic package from £7…

Tuesday, 28 July 2015 08:05

Taber Holidays is promoting a three-night stay in Reykjavik from £775 including a full-day Golden Circle excursion, which takes in some of Iceland’s most spectacular sights such as the geyser...

Grain Store Café & Bar to open this autumn at Gatwick Airport

Grain Store Café & Bar to open this …

Tuesday, 28 July 2015 08:00

Gatwick is to be home to the first offshoot of Chef Bruno Loubet and The Zetter Group’s Grain Store restaurant in King’s Cross, opening autumn 2015.

Nile cruise options from Anatolian Sky Holidays

Nile cruise options from Anatolian Sky H…

Monday, 27 July 2015 08:45

Anatolian Sky Holidays’ new Winter Collection brochure features a choice of options for clients in search of winter cruise options along the Nile.

Brand Britain is stepping on the gas. In the run up to next year's double-header of the Olympics and the Queen's jubilee, the country's tourism boards have recently announced a spate of marketing pushes designed to get overseas tourist bookings flooding in. Things kicked off with something of a false start back in August, with a celebrity-fronted campaign by Visit Britain. However, as a direct effect of the recent unrest and rioting that occurred in British cities Visit Britain was led to pull overseas advertising of its new campaign, which featured such national treasures as Dame Judi Dench and Jamie Oliver.

Reacting with admirable speed, Visit Britain stated that they would monitor the tone and extent of media coverage abroad and allow the advertising to return to the overseas market when it feels the situation has calmed. Recent events already appear a little distant and are not expected to recur and but it is still too early to predict the real effect on tourist levels.

Next off the blocks came Visit England - announcing its biggest ever marketing push, which is planned to land next year in conjunction with the Diamond Jubilee celebrations and, of course, London 2012 to capitalise on a sense of national pride. It's important of course not to ignore that the reputation of the country can also have been damaged among its own residents, and given the recent growth of the 'staycation', the UK's own residents may need to be given reasons to celebrate and holiday in their own country, as well as overseas audiences.

Taking the bronze on launch is David Cameron's newly announced Great Britain campaign – focused on attracting overseas tourism. Again, this one leverages the celebrity angle to communicate the message of Cool Britannia 2011, employing Henry VIII, Branson, Cambridge, Wallace and Gromit. There's even mention of The Beatles. To my mind, it's a shame that the campaign focuses on such well known overseas British icons rather than the less celebrated tourist attractions which make the country such a vibrant destination. If people already know what you have and choose not to come then telling them again about the same stuff, in self congratulatory mode too, probably won't cut it.

Personally, I'm not convinced that I'm not sure that £500,000 spend will do much when the intention is to bring in four million visitors from across the globe; £500k won't even buy a dozen full pages in major US newspapers. The audience for this is undoubtedly the audience that are disenchanted with the financial situation here in the UK. Judging from comments on the Daily Mail website from readers 'makes you proud to be British' and 'This is a Great campaign! Britain was Great, and still IS.' They may be working – at least on the home front. But to get four million Americans to come to the UK, I remain unconvinced.

Given the country tourism boards are now carrying the torch for Britain both overseas and domestically, it is however critical that all travel brands benefitting directly or indirectly from UK tourism look to boost their investment in marketing now – otherwise cut-through may well be lost in the noise. In particular, this activity needs to show how Britain not only delivers quality service across a range of cultural and entertainment areas but does so at a price that is competitive with the rest of Europe and indeed the world. Any short changing on spend and a reliance on Visit Britain, Visit England or the government itself to save the UK's tourism revenues is both short term and short sighted.

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