VisitBritain lays basis for post-Olympic push

VisitBritain is readying marketing messages for as soon as the London 2012 Olympics finish to make sure momentum is not lost in attracting visitors.

The Beatles
The Beatles will figure in VisitBritain’s campaign plans for 2013

The tourism body is preparing a joint £5m campaign with British Airways under the GREAT Britain banner to begin in September as soon as the closing Olympics ceremony is over.

Television and cinema activity is planned for overseas markets alongside outdoor and social media campaigns.

Marketing director Laurence Bresh says: ” As soon as the games finish on September 10 we will launch the next phase of activity to capitalise on the media coverage.”

It will be looking at “big hooks’ to leverage, such as the 50th anniversary of James Bond and Christmas shopping opportunities.

VisitBritain is also looking at anniversary events it can use as marketing lynchpins and one such for 2013 will the 50th anniversary of the “British invasion” of the US by rock bands such as The Beatles (pictured), The Rolling Stones and others.

It will also be leveraging its partnership with the Barclays Premier League.

VisitBritain is also talking to telecoms companies such as O2 to see if the prohibitive roaming charges for overseas visitors to the UK can be lifted so they can access useful content via the tourism body’s app or attractive “welcome offers” from commercial partners.

Bresh says that the body is planning activity through to March 2013 “and beyond” to maintain Britain’s visibility in the competitive tourism marketplace.

VisitBritain has just unveiled a new series of videos featuring ambassadors such as Lennox Lewis, Boris Becker and Colin Montgomerie to promote Britain as a great destination for sports fans.

BA has also launched its Olympics TV campaign featuring an aircraft taxing though the streets of London.

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