Triple offer for London’s new musical from Encore

Triple offer for London’s new musical from Encore

Friday, 30 October 2015 07:00

Kinky Boot...

X Factor finalists Fifth Harmony to perform live at Atlantis Paradise Island

X Factor finalists Fifth Harmony to perf…

Friday, 02 October 2015 12:00

Fifth Harmony, finalists on the X Factor USA, are taking to the stage at Atlantis Paradise Island, Bahamas, on October 10 to perform live at the Atlantis Theatre.

Love2Shop vouchers from Avalon

Love2Shop vouchers from Avalon

Thursday, 01 October 2015 12:00

Avalon Waterways is offering up to £500 off per person on a choice of 2016 European cruises with a free Apple iPad mini 2 for customers booking before November 10,...

No1 Lounges unveils new Clubrooms product at Gatwick

No1 Lounges unveils new Clubrooms produc…

Thursday, 01 October 2015 07:00

No1 Lounges has announced the launch of Clubrooms, a new lounge product which offers an exclusive experience at the airport with privacy and a tailored service.

Salsa on the Seine with CroisiEurope

Salsa on the Seine with CroisiEurope

Wednesday, 30 September 2015 12:00

CroisiEurope is inviting guests to salsa their way down the Seine on a five-day Latin dance themed cruise round trip from Paris departing on October 25.

Jordan Tourism Board announces six-month marketing campaign

Jordan Tourism Board announces six-month…

Wednesday, 30 September 2015 07:00

The Jordan Tourism Board (JTB) has launched a six-month marketing campaign to highlight the destination’s hospitality, history, culture and discovery.

Iberia Group to launch Birmingham-Madrid route

Iberia Group to launch Birmingham-Madrid…

Tuesday, 29 September 2015 12:00

From March 27 next year Iberia Express will operate four flights a week to the Spanish capital.

Promote Iceland launches second phase of marketing campaign

Promote Iceland launches second phase of…

Tuesday, 29 September 2015 09:01

Promote Iceland has announced the second phase of its Inspired By Iceland year round tourism campaign, Guðmundur 2.0, bringing a host of new features to its internet service, Ask Guðmundur,...

‘Try’ a B&B during the Rugby World Cup

‘Try’ a B&B during the Rugby World C…

Friday, 25 September 2015 15:30

With an estimated 2.5m stadium visits expected over the duration of the Rugby World Cup bed-and-breakfasts and small hotels are offering fans an attractive accommodation alternative.

Cosmos Tours & Cruises issues dedicated 2016 river & coastal cruise brochure

Cosmos Tours & Cruises issues dedica…

Friday, 25 September 2015 12:00

Cosmos Tours & Cruises has launched its first dedicated River & Coastal Cruises brochure to meet the growing demand for worldwide river cruising.

WTM Travel Tech Show welcomes new exhibitors for 2015

WTM Travel Tech Show welcomes new exhibi…

Friday, 25 September 2015 07:00

The Travel Tech Show at World Travel Market will be hosting a range of new companies within the New Exhibitor Pavilion.

A pizza the action with Jet2CityBreaks

A pizza the action with Jet2CityBreaks

Thursday, 24 September 2015 15:00

Jet2CityBreaks has expanded its summer 2016 programme at Manchester Airport with the launch of another new destination, Naples City.

New Horizon fleet launch from Le Boat designed for couples & small families

New Horizon fleet launch from Le Boat de…

Thursday, 24 September 2015 12:00

Le Boat, operator of self-drive boating holidays in Europe, has unveiled a spacious new class of cruiser designed with couples and small families in mind.

Sky high savings with

Sky high savings with DoSomethingDiffere…

Thursday, 24 September 2015 07:00

Agents can pass on savings of more than 10% to their customers when booking a hot air balloon ride in Orlando with

Winter sun offerings from Rotana & Thomas Cook

Winter sun offerings from Rotana & T…

Wednesday, 23 September 2015 15:00

Rotana has teamed up with Thomas Cook to offer complimentary airport transfers and a 20% early booking reduction off holidays taken in January 2016.

Diveplanit app inspires divers to share underwater world

Diveplanit app inspires divers to share …

Wednesday, 23 September 2015 12:00

Available on the iPhone App Store, the newly launched Diveplanit app gives divers the tools to share their underwater world with friends, followers and dive buddies and to log the...

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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