VisitBritain is planning to produce a glossy, upmarket magazine to promote the UK to high-flying businesspeople and decision-makers in Russia and the US.
The magazine, to be called So British, is being developed by London Illustrated News Group.
So British is expected to have a print run of 240,000 and its 120 pages will feature a mixture of luxury British fashion, drink, car and hotel brands.
The magazine will be delivered directly to “high-end, affluent and discerning” consumers in the target markets. In addition, a small number will be distributed through specialist outlets, such as bookstores.
VisitBritain plans to produce the magazine as a bi-annual publication. The initiative is part of its attempt to promote the UK as a shopping centre to rival Dubai or New York.
The organisation, which aims to promote Britain both internationally and domestically, is integrating retail into its promotional activity overseas and working with partners such as Bluewater in Kent and Birmingham’s Bullring.
It is also working with the hospitality sector to create a standardised rating system.
VisitBritain created its first agency roster in April after a pitch (MW April 29). The roster includes Fox Kalomaski, Tullo Marshall Warren and Triangle Communications.