VisitBritain US expands roster

VisitBritain US is looking to appoint up to five new agencies to its roster. The tourism body, which promotes Britain to the US market, is seeking agencies to handle promotion campaigns.

The agencies will work on briefs to target specific visitor segments in the US, and in some cases will also be asked to handle media buying.

A VisitBritain spokeswom-an says it is developing a rost-er that will allow it to be “flexible” in the current economic climate, and develop responsive and targeted campaigns.

It is not yet clear which agencies currently work for VisitBritain US and whether the new agencies will work alongside the existing ones. The final decision on the agencies is expected to be made by April.

VisitBritain created its first roster of agencies to handle marketing of the UK overseas and domestically in November 2003. At that time, the business was worth £6m a year and the agencies worked with private sector stakeholders such as airlines, retailers and hotels.

In October last year, Visit-Britain US closed its New York walk-in visitor centre as part of a global strategy to refocus its customer service to the internet.

Separately, VisitBritain has been asked by the Government to prepare a list of key areas where it can act to boost the visitors during the economic downturn.

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