National tourism body VisitBritain has signed a deal with clothing brand Ben Sherman to help promote the UK.
It is one of the first deals to be brokered by VisitBritain’s brands partnership team, which was created to develop links with non-tourism brands.
The Great British Getaway campaign, which will run from October 6 for six weeks, offers Ben Sherman customers, both in the UK and abroad, the chance to win a “rock’n’roll” break in London, including dinner at Claridges and a spending spree on Carnaby Street.
The competition will have a dedicated website, where customers can post their entries as well as download music. The pages will also feature links and branding from VisitBritain and Enjoy England. The competition will be promoted in 25 Ben Sherman stores around the world, including Singapore, South Africa, South Korea and the UK.
The Ben Sherman label, which uses the Union Jack in many of its designs, will be given access to VisitBritain’s database of customers.
Brand partnerships manager Alison McKay says: “High recognition of the brand, its desired reputation among British musicians and singers, and its use of the Union Jack make Ben Sherman a perfect partner.”
v VisitBritain has hosted an event at the Beijing Olympics to promote Britain as a business location in the run-up to the 2012 Games in London. It was designed to attract foreign investment in the UK.