VisitBritain in £7m international push

VisitBritain has created its first roster of agencies by appointing Triangle Communications, Tullo Marshall Warren and Fox Kalomaski to handle its &£7m marketing budget.

The agencies will work on campaigns to promote Britain to overseas tourists and UK holiday- makers. The pitch was overseen by director of international marketing Kenny Boyle and England marketing director Michael Bedingfield.

VisitBritain will launch international campaigns this year based on themes including touring, city breaks and good living. Domestic campaigns for England will be based on waterside, food and drink and relaxing England themes.

There are no plans for international television activity for the next 12 months, but domestic TV campaigns have not been ruled out. Boyle says the agencies are capable of handling any TV work.

Last year VisitBritain ran UK television advertising promoting England created by WCRS, which worked on a project-basis only.

Branding agency Corporate Edge recently carried out work to refresh the appeal of England for British holidaymakers, using the strapline “Be Yourself. Enjoy England.”

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