VisitBritain is launching a new unit to promote British destinations to event organisers around the world. EventBritain will support any city or region bidding to win cultural or sports events, trade shows and exhibitions.
VisitBritain helped the England and Wales Cricket Board win the 2009 Twenty20 World Championships and is helping with its bid for the 2019 Cricket World Cup. It is using its oversees offices to endorse Britain via online, CRM and PR activity.
EventBritain will enlist the support of ministers and other prominent figures to develop the British brand in countries across the globe. The unit will be headed by Alex Paul, who transfers from the organisation’s Chicago office.
VisitBritain says the new unit will help bring events worth up to £1bn to the country.