ABTA predicts two million Brits to head overseas this weekend

ABTA predicts two million Brits to head overseas this weekend

Friday, 26 August 2016 14:00

ABTA is es...

Clicky Media research finds video has most impact on potential holidaymakers

Clicky Media research finds video has mo…

Friday, 26 August 2016 11:00

Clicky Media has advised that advances in video technology and the increase in demand for people to see exactly where they are going has the most influence on people’s decision...

‘Live Every Moment’ with Inghams' new winter 2016/17 ski brochure

‘Live Every Moment’ with Inghams' new wi…

Friday, 26 August 2016 08:00

Inghams has launched its new Ski 2016/17 brochure which features two new resorts, Montgenèvre and Courmayeur; new short breaks; two new flight routes; new hotels, plus Muotka Wilderness Lodge in...

In-flight entertainment is the Holy Grail for travel marketers by Guy Bradbury, Atomic London

In-flight entertainment is the Holy Grai…

Thursday, 25 August 2016 14:00

In-flight entertainment is one of the only places left with a totally captive audience - for most travellers, once the seatbelt sign has been switched on there is no access...

Jet2.com bans early morning sale of alcohol

Jet2.com bans early morning sale of alco…

Thursday, 25 August 2016 11:00

Jet2.com has further bolstered its commitment to tackle disruptive and abusive behaviour by banning the sale of alcohol on board before 08:00 on all morning flights.

On the trail of the Great North Snowdogs

On the trail of the Great North Snowdogs

Thursday, 25 August 2016 08:00

Visitors heading to the North East this autumn for the region’s largest free public art trail are being encouraged to extend their stay at a top hotel.

Celebrity Cruises launches new Celebrity Escapes city break packages

Celebrity Cruises launches new Celebrity…

Wednesday, 24 August 2016 14:00

Agents keen to offer holidaymakers the chance to make the most of life at sea without compromising on time spent exploring on land can enjoy the best of both worlds...

New entertainment breaks from Warner Leisure Hotels

New entertainment breaks from Warner Lei…

Wednesday, 24 August 2016 11:00

Warner Leisure Hotels has launched two new midweek entertainment breaks, the ‘Best of British Party’ break which celebrates all things great about the British Isles and the ‘Jet Set Generation’...

Luton extends free Wi-Fi offer

Luton extends free Wi-Fi offer

Wednesday, 24 August 2016 08:00

Passengers flying through Luton Airport (LLA) can now receive up to four hours of free Wi-Fi.

Innsbruck gets guests back to nature with free hiking programme

Innsbruck gets guests back to nature wit…

Tuesday, 23 August 2016 14:00

All visitors to Innsbruck and its 25 holiday villages can take part in the Innsbruck mountain hiking programme.

Golden Eagle journeys to the land of the midnight sun for 2017

Golden Eagle journeys to the land of the…

Tuesday, 23 August 2016 11:00

Golden Eagle Luxury Trains has introduced a new tour travelling deep into the Arctic Circle. Departing on June 15, 2017, the journey takes in remote communities, wildlife and serene forests. 

Free upgrade from Avalon

Free upgrade from Avalon

Tuesday, 23 August 2016 08:00

Avalon Waterways has launched a free upgrade offer worth more than £1,100 per person on all 2017 European river cruises.

Virgin Atlantic introduces sleep aids to help reduce the effects of jet lag

Virgin Atlantic introduces sleep aids to…

Monday, 22 August 2016 14:00

Virgin Atlantic has introduced bespoke aromatherapy on board as part of a new package of relaxation products to help customers get the best sleep.

Just Another Day with Western Australia in September roadshows

Just Another Day with Western Australia …

Monday, 22 August 2016 11:00

Tourism Western Australia recently unveiled its tourism marketing campaign; Just Another Day in Western Australia (WA).

Advantage celebrates members' successes at debut event

Advantage celebrates members' successes …

Monday, 22 August 2016 08:52

Advantage is holding a standalone event celebrating members and their successes.

Avalon Waterways targets younger market with active Danube discovery

Avalon Waterways targets younger market …

Friday, 19 August 2016 15:00

Avalon Waterways has launched its 2017 brochure with a new type of European river cruise featuring active excursions and local authentic experiences to appeal to a new and potentially younger...

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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