BTA trawls agencies for £4m England drive

The British Tourist Authority (BTA) is talking to agencies about creating a £4m advertising campaign to promote England abroad and at home.

The BTA is to merge with the English Tourism Council on April 1 to form a new body. The new name is not yet known, but the ETC will function as a separate division within the merged body.

BTA is also looking for branding agencies to help promote England.

The ETC has not had a marketing function since 1999, but the new division will be responsible for marketing England, and will have a £14m marketing and advertising budget this year and a similar amount in 2004.

The BTA has yet to appoint a domestic marketing director to oversee its UK marketing department. It recently hired Kenny Boyle as international marketing director (MW January 23). Boyle is preparing a £6m autumn campaign that will promote short-haul breaks in the UK to 11 European destinations.

The Government is giving the BTA £35.5m this year and in 2004 to market the UK overseas. The BTA will work with partners from the private sector including, for the first time, low-cost airlines. An advertising agency has yet to be appointed for the activity.

BTA chief executive Tom Wright says that the number of in-bound tourists to the UK has increased year on year for the seven-month period to December. However, the international tension surrounding Iraq will mean another period of uncertainty and the UK will be best served by focusing on the domestic and European markets, he adds.

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