…and takes VisitBritain England brief

COI Communications has handed the planning brief for VisitBritain’s £4m domestic tourism campaign to roster agency Zenith Optimedia.

COI Communications has handed the planning brief for VisitBritain’s &£4m domestic tourism campaign to roster agency Zenith Optimedia.

VisitBritain, formerly the British Tourist Authority (MW March 27), will launch a domestic marketing campaign, promoting holidays in England, on April 23. The campaign is being developed by WCRS.

This will be the first marketing campaign solely for England since the English Tourist Board was axed in 1999 and replaced by the English Tourism Council (ETC), which had no marketing remit. ETC has now been folded into VisitBritain. Visit-Britain’s England marketing division will have its own marketing director, to be appointed shortly.

Boosting domestic tourism is a priority, given the expected fall in inbound tourism, caused by international tensions and war. The campaign will encourage people to explore England’s culture and heritage and is being put together in partnership with regional development agencies.

VisitBritain’s inbound tourism figures for January and February show visitor numbers up 17 per cent on the same period in 2002. The main source of inbound tourism is western Europe. Visitor numbers from this region rose by 27 per cent.

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 customerservices@marketingweek.com

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