BTA director behind UK:OK drive to move to Japan

The marketing chief who oversaw the British Tourist Authority’s (BTA) highly criticised UK:OK overseas campaign is transferring to the organisation’s Japan office.

Director of marketing services Keith Beecham is leaving at the end of August. No decision about a replacement is likely to be made until new BTA chief executive Tom Wright takes up his post on August 1 (MW April 18).

Wright, who joins from Saga Holidays where he was managing director, has a marketing background and is likely to be in charge of the appointment of any high-level marketer.

Beecham oversaw the UK:OK campaign when it launched in January. The campaign was created by Abbott Mead Vickers.BBDO and was formulated by a project team headed by tourism consultant Tom Buncle. The BTA says the initiative was a one-off reassurance campaign in response to the drop in tourism following September 11.

The campaign and its slogan was criticised by the media observers at its launch, but the BTA maintains it has been successful overseas and it is continuing in the form of an “invite friends and family from overseas” direct marketing campaign.

A spokeswoman says that Beecham’s departure was not linked to the UK:OK campaign.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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