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.