LATA welcomes boost in flights to Latin America

LATA welcomes boost in flights to Latin America

Tuesday, 01 September 2015 12:00

The Lati...

Intrepid Travel launches North Korea Marathon Expedition trip

Intrepid Travel launches North Korea Mar…

Tuesday, 01 September 2015 07:00

Elite athletes and budding runners alike now have the rare opportunity to add North Korea to their marathon list and get a glimpse of the world’s most secretive country on...

2016 preview brochure from Warner Leisure Hotels

2016 preview brochure from Warner Leisur…

Monday, 31 August 2015 12:00

Warner Leisure Hotels has issued its 2016 preview brochure featuring early booking offers plus information on new breaks, new entertainment, activities, new bedroom suites, the latest developments and pricing.

Autumn sale from Sandals and Beaches Resorts

Autumn sale from Sandals and Beaches Res…

Monday, 31 August 2015 07:00

Sandals Resorts International has launched an autumn sale which runs until September 22.

Free Family festival on Dover’s seafront

Free Family festival on Dover’s seafront…

Friday, 28 August 2015 14:00

The Port of Dover Community Regatta is to take place this Sunday, August 30.

Crystal River Cruises to launch in March 2017

Crystal River Cruises to launch in March…

Friday, 28 August 2015 12:00

Crystal River Cruises, which launches in March 2017, has unveiled detailed plans for its collection of two Crystal river yacht vessels.

Winter seat sale from SAS

Winter seat sale from SAS

Friday, 28 August 2015 10:00

Scandinavian Airlines has released thousands of low fare seats for travel to Scandinavia available to book until midnight September 1, from £62 one way.

New all-inclusive resort to open in Barbados this November

New all-inclusive resort to open in Barb…

Friday, 28 August 2015 07:00

This November sees the opening of a new style of all-inclusive property on Barbados with the launch of Sugar Bay Barbados.

Gatwick set for busiest ever August Bank Holiday weekend

Gatwick set for busiest ever August Bank…

Thursday, 27 August 2015 17:00

Gatwick is preparing for its busiest ever August Bank Holiday weekend as 580,000 passengers plan to travel through the airport.

FLIO app launches for iOS devices

FLIO app launches for iOS devices

Thursday, 27 August 2015 12:00

FLIO is a new global airport app which aggregates information from airports around the world and gives travellers exclusive retail offers and one-click access to airport Wi-Fi.

Flight sale from Aegean

Flight sale from Aegean

Thursday, 27 August 2015 10:00

Aegean is offering discounts on published fares for direct flights to and from Greece and Cyprus.

2016/17 brochure launch from China Links Travel

2016/17 brochure launch from China Links…

Thursday, 27 August 2015 07:00

China Links Travel has announced the release of its 2016-2017 brochure.

Fidenza Village marks Expo Milano with events & shopping packages

Fidenza Village marks Expo Milano with e…

Wednesday, 26 August 2015 12:00

Fidenza Village, one of the Collection of Villages by Value Retail located 60 minutes from Milan and Bologna in Italy, is offering a selection of events and packages to mark...

RCI introduces Royal Suite Class experience

RCI introduces Royal Suite Class experie…

Wednesday, 26 August 2015 07:00

Royal Caribbean International has launched Royal Suite Class, designed for the most discerning adventurers and offering a range of benefits and amenities.

LATA unveils new strategy to boost travel to Latin America

LATA unveils new strategy to boost trave…

Tuesday, 25 August 2015 12:00

The Latin American Travel Association (LATA), the travel trade association that promotes travel to the destinations of Latin America, has developed a new strategy, with the objectives being to promote...

Dreamland to host three Services Days in September

Dreamland to host three Services Days in…

Tuesday, 25 August 2015 10:43

Dreamland Margate has announced that over the first weekend of September local services and forces across Kent will be eligible for discounted entry.

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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