Visit Britain is launching an advertising push to counter the perception that Britain is an "unwelcoming" country. The campaign launches this week and targets international tourist boards and embassies.
The organisation has appointed Team Saatchi to create a branding film that aims to show everything that Britain has to offer through the eyes of a woman. It features thatched cottages and town criers, as well as modern architecture, street culture and a Premiership football match. The agency was appointed to the Visit Britain roster at the end of last year after a three-way pitch.
Jo Becker-Birck, international brand and marketing manager for Britain at the tourist body, says/ "The film addresses the perception of Britain as unwelcoming. It challenges the ‘been there, done that’ attitude of the 50% of international visitors that only experience London, and the notion that Britain is just history and castles."
Last summer, the domestic marketing division of Visit Britain, Enjoy England, appointed Farm to handle its advertising business following a pitch against Delaney Lund Knox Warren & Partners and St Luke’s. It has since run a campaign encouraging people to take more holidays in England. Last year, Enjoy England appointed MediaCom to its media business.