Advantage announces its ‘Big Celebration Lunch’ winners

Advantage announces its ‘Big Celebration Lunch’ winners

Friday, 30 September 2016 15:33

For the fi...

Anguilla Tourist Board welcomes direct airlift from San Juan

Anguilla Tourist Board welcomes direct a…

Friday, 30 September 2016 11:00

The Anguilla Tourist Board (ATB) and Seaborne Airlines have partnered to offer a new route to Anguilla for UK visitors.

Cosmos expands worldwide programme to include new private tours for 2017

Cosmos expands worldwide programme to in…

Friday, 30 September 2016 08:00

Cosmos Tours has broadened its worldwide programme to include a range of private tours, offering a more flexible and independent style of touring holiday in worldwide destinations.

Wendy Wu & Club Med team up to offer new China trips

Wendy Wu & Club Med team up to offer…

Thursday, 29 September 2016 11:00

Wendy Wu Tours and Club Med have joined forces to offer a series of exclusive ‘tour & stay’ packages to give customers the chance to experience the best of both...

Cape Town leads the field in Post Office Travel Money’s Long Haul Holiday Report

Cape Town leads the field in Post Office…

Thursday, 29 September 2016 08:00

After three years at the top of the best value rankings, price rises in Bali mean the Far Eastern favourite has been overtaken by Cape Town, which emerges as the...

Avalon Waterways supports CLIA’s ‘Plan a Cruise Month’

Avalon Waterways supports CLIA’s ‘Plan a…

Wednesday, 28 September 2016 14:00

Avalon Waterways is supporting CLIA’s ‘Plan a Cruise Month’ in October with savings of up to £1,350 per person and a free case of wine from Virgin Wines worth £140.

Top seats for André Rieu concert with Saga

Top seats for André Rieu concert with Sa…

Wednesday, 28 September 2016 11:00

Top seats at an André Rieu concert in Cologne, Germany, have been secured for Saga guests sailing on the music-themed cruise along the Rhine and her Tributaries on March 7,...

New airline launches from Luton Airport

New airline launches from Luton Airport

Wednesday, 28 September 2016 08:00

A new airline, Fly KISS, will commence three services from Luton Airport (LLA) on November 7, serving Clermont-Ferrand, Brest and Strasbourg.

Winter warmer flight deals with Air Transat

Winter warmer flight deals with Air Tran…

Tuesday, 27 September 2016 14:00

Air Transat is giving agents the chance to book winter warmer flight deals to the East and West Coast of Canada from £301 per person, when booked by October 4.

City Cruises adds multi-million boat to fleet

City Cruises adds multi-million boat to …

Tuesday, 27 September 2016 11:00

Last week saw the launch of City Cruises’ multi-million pound boat, the City Alpha.

Travel agents risk losing custom by playing generic music on hold

Travel agents risk losing custom by play…

Tuesday, 27 September 2016 08:00

Travel agents’ call handling standards have come into question as the result of a major new study into telephone practice. & Jet2holidays land at Stansted & Jet2holidays land at Stan…

Monday, 26 September 2016 14:00 and Jet2holidays have marked a major step on their ongoing expansion with the launch of flights and holidays from Stansted Airport, their ninth UK airport base and the first...

A 'suite' sale from Caesars Entertainment

A 'suite' sale from Caesars Entertainmen…

Monday, 26 September 2016 11:00

For clients seeking the thrill and excitement of Las Vegas, Caesars Entertainment is currently offering its largest ever discount on suite stays.

Collinson Group & Swissport collaborate to launch new T3 lounge at Heathrow

Collinson Group & Swissport collabor…

Monday, 26 September 2016 08:00

Airport Lounge Development (ALD), a subsidiary of Collinson Group, and Swissport are to launch a new lounge at Heathrow Terminal 3 in response to a significant increase in demand for...

Show your adventurous side to find love

Show your adventurous side to find love

Friday, 23 September 2016 13:40

British singletons are more successful in their bid to find love if they use a profile photo that suggests a taste for adventure and travel, according to new data released...

Korean Air and Delta to strengthen codeshare partnership

Korean Air and Delta to strengthen codes…

Friday, 23 September 2016 11:47

Korean Air and Delta Air Lines will strengthen their partnership by expanding codeshares to more than 100 U.S. and Canadian destinations and over 30 cities across Asia.

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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