ETC develops ‘England’ brand in bid to create top tourist attraction

The English Tourism Council (ETC) has developed the first brand for England to help the country position itself against holiday destinations such as France and Spain.

Until now, England has not had the benefit of any specific brand identity, while Wales and Scotland have been the subject of well established marketing campaigns developed by their tourist boards.

The council has spent a couple of years developing a brand identity for the country. Two logos have been created by Springpoint: one of an English rose and the other a St George’s flag comprising images associated with heritage, tranquillity, energy and culture.

A brochure crammed with well-known images of England – such as choir boys and fish and chips – has been produced to encourage overseas visitors to England and to persuade inhabitants to visit another part of the country instead of travelling abroad for holidays.

The move follows the English Tourist Board’s decision to break-away from the British Tourist Authority – which is responsible for marketing the whole of the UK as a holiday destination – and its decision to rename itself the ETC.

Last year, the ETC was given responsibility for the England brand in the Government’s 1999 strategy Tomorrow’s Tourism.

ETC director of communications Robyn Griffith-Jones says: “We have developed this brochure for use by anybody in the industry who wants access to it. It explains the values of the brand, and how they can apply it to their own literature.”

The new logos and brochure will not be used for an advertising campaign, as the ETC does not have the right to advertise England as an overall tourist destination under current legislation.