Business Class upgrade from £99 with Wendy Wu

Business Class upgrade from £99 with Wendy Wu

Wednesday, 10 February 2016 12:00

Wendy Wu T...

New services for families from Aegean

New services for families from Aegean

Wednesday, 10 February 2016 08:30

ΑΕGEAN has unveiled its 'ΑEGEAN For Families' bundle of services, exclusively designed to make family travel by airplane a pleasurable, smooth and entertaining experience for all family members.

Regent Holidays adds Papua New Guinea

Regent Holidays adds Papua New Guinea

Tuesday, 09 February 2016 17:05

Regent Holidays has added Papua New Guinea to its programme for 2016, making it one of a handful of UK operators offering holidays to the destination, and one of an...

Advantage unveils theme of 2016 conference

Advantage unveils theme of 2016 conferen…

Tuesday, 09 February 2016 11:00

The Advantage Travel Partnership has announced the theme of its 2016 Conference which takes place between April 16-20 on MSC Fantasia.

Gulf Air launches ‘Travel Together’

Gulf Air launches ‘Travel Together’

Monday, 08 February 2016 13:00

Gulf Air has launched a 'Travel Together' promotion giving travellers from across the airline’s global network the chance to book and purchase two Falcon Gold (premium) class tickets for the...

Early booking offer from Viking

Early booking offer from Viking

Monday, 08 February 2016 11:00

Viking Cruises is promoting prices from £895 per person on its 2017 river cruises and is offering an early booking deal of £100 per person to spend on board for...

ABTA advises holidaymakers to book early after surge in summer bookings

ABTA advises holidaymakers to book early…

Monday, 08 February 2016 08:30

ABTA – The Travel Association is advising holidaymakers to book their summer holidays early this year after new figures show a 6% year-on-year increase in bookings for overseas summer holidays...

Diamond Rail Holidays boosts Switzerland offering

Diamond Rail Holidays boosts Switzerland…

Friday, 05 February 2016 14:00

Diamond Rail Holidays has expanded its programme of fully escorted rail holidays for 2016 including a wider choice of summer itineraries in Switzerland.

Monarch research reveals the nation's changing holiday habits

Monarch research reveals the nation's ch…

Friday, 05 February 2016 10:00

Pre-schoolers enjoying sunshine breaks in far flung resorts, and silver surfers checking in online – the way the nation holidays has never been so adventurous according to new research from...

Sunvil launches new 2016 Italy & Sicily brochure

Sunvil launches new 2016 Italy & Sic…

Friday, 05 February 2016 08:30

Sunvil has issued its 2016 Italy & Sicily brochure featuring a choice of accommodation including five-star villa hotels, agriturismos (farm properties), apartments, spa resorts and trulli houses (traditional cottages with...

United Airlines to operate longest scheduled flight

United Airlines to operate longest sched…

Thursday, 04 February 2016 12:00

United Airlines has announced that it will introduce daily non-stop flights between San Francisco and Singapore from June 1 (westbound), subject to government approval.

Warner Leisure Hotels launches premium drinks package

Warner Leisure Hotels launches premium d…

Thursday, 04 February 2016 08:30

Guests visiting one of Warner Leisure Hotels’ 13 country or coastal properties during 2016 can receive more value for money when they upgrade to the brand’s premium drinks package.

myvouchercodes creates holiday generator

myvouchercodes creates holiday generator

Wednesday, 03 February 2016 15:00

When it comes to deciding where to go on holiday the world of options can prove a little overwhelming. So to help with holiday decision making process myvouchercodes.co.uk has created...

New reward scheme for agents from Silversea

New reward scheme for agents from Silver…

Wednesday, 03 February 2016 12:30

Silversea Cruises has announced details of a new reward and recognition programme for travel agents and homeworkers.

‘Flavours’ itinerary from Back Roads

‘Flavours’ itinerary from Back Roads

Wednesday, 03 February 2016 08:30

As part of its line up of tours for 2016, Back Roads Touring has an eight-day ‘Flavours of Northern Croatia and Slovenia’ itinerary with departure dates from May through to...

Taking a year off to travel tops most bucket lists according to new survey

Taking a year off to travel tops most bu…

Tuesday, 02 February 2016 12:30

Taking a year off work and travelling is top of most Brits’ bucket lists, including visiting America and Australia, going to see the Great Wall of China and the Pyramids,...

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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