VisitBritain aiming to net Games-inspired tourists

British tourism is to launch a ‘major’ advertising campaign immediately following the Paralympics closing ceremony to capitalise on the country’s global exposure during the Games.

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Umbrella body VisitBritain says it will launch a deal-based campaign with its airline, hotel and tour operator partners to entice people who have seen Britain ‘on their screens’ during the Games to book a trip.

VisitBritain partners include British Airways, Radisson Edwardian, lastminute.com and Thomas Cook.

It has already announced a £5m campaign with British Airways to launch on 10 September.

VisitBritain says it saw a five-fold increase in engagement with its online content, such as its Facebook LoveUK page, during the London 2012 Olympic torch relay run-up and during the events over the last two weeks.

The tourism promoter invited influential travel operators from its priority markets to come to Britain and experience what the country has to offer first hand during the Games period, taking them on tours around the country in a bid to get more of Britain into travel packages and brochures.

It said it will want to build on the improved perception of Britain promoted via the Games coverage, such as it being a ‘fun and friendly’ place.

Anecdotal feedback from the travel trade its overseas offices indicate that the Games are having a particularly positive impact on perceptions of a British welcome, while perceptions about food, heritage and culture, arts, creativity, diversity and music have also benefited, says VisitBritain.

The campaign is part of VisitBritain and the Government’s £100m GREAT campaign to boost tourism.

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