VisitBritain names top marketer

VisitBritain has named Joss Croft as director of marketing for the tourism body as it looks to build on the legacy of the London 2012 Olympic Games and Queen’s Diamond Jubilee.

visit britain
VisitBritain hopes to build on the goodwill generated by the London 2012 Olympics.

Croft has been care-taking the role since the departure of former incumbent Laurence Bresh last month for STA Travel.

He has held several positions within the organisation, such as head of marketing, head of business visits and director for Europe at VisitBritain.

He has also worked in sales and marketing for Futuroscope Poitiers, Disneyland Paris and the London Tourist Board.

VisitBritain is currently rolling out the latest phase of its GREAT marketing campaign, focussing on 21 key inbound markets including China, India to capitalise on interest in British generated by 2012’s key celebratory events.

It has also just launched a campaign in partnership with the producers and distributors of the James Bond film franchise tapping into interest in the latest movie, Skyfall.

Visitor numbers to Britain dipped over the summer months during the staging of the Olympics but the tourism body maintains that this was expected and spend per head from visitors rose.

The Office of National Statistics says visitor figures were up one per cent in September year on year but spending was up 17 per cent to £1.9 bn.

Sandie Dawe, chief executive at VisitBritain says: “I am delighted to have such an experienced professional overseeing our marketing team – giving it the direction it needs going into 2013 and building on the success of what has been a fantastic year for Britain’s global image. Joss brings extensive international expertise to the role, having worked in senior positions both in Britain and abroad.”

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