BTA builds brand marketing team

The British Tourist Authority is setting up a brand management team to market the UK to overseas visitors as a “family of brands”.

The head of the BTA’s Canadian operation, Gareth James, will move back to the UK to become head of brand management.

James will run a four-strong team covering six geographical areas, or “brands”: Wales, Scotland, Northern England, Central England, London and the South.

Each brand manager will work with existing tourist authorities to develop a single image for their area.

BTA chief executive Anthony Sell hopes to build the kind of appeal he believes Scotland has developed. “It has succeeded in creating a country of swirling mists and wild tribesmen in kilts… It attracts a lot of people who would not necessarily have travelled so far.”

The team will also work on promoting specific lifestyle holidays. Walking, antique hunting or visiting historic houses and gardens will be treated as product lines.

The managers are Andrew Vaile, Helen Jones and Ian Woodward. James is also taking over the co-ordination of advertising worldwide following the retirement of former head of ad- vertising John Robinson.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here