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BTA appoints new international marketing director
The British Tourist Authority (BTA) has recruited Kenny Boyle as its new International Marketing Director.
Mr Boyle, 36, is currently Head of Marketing with Premium TV, the sports media division of NTL, and was previously Global Marketing Manager for British Airways. BTA said his new role at the BTA will be to define, develop and lead the organisation’s global marketing strategy.
He joins the organisation in mid March to coincide with the integration of the functions of the BTA with those of the English Tourism Council and will be one of eight direct reports to Chief Executive Tom Wright. A second marketing director is currently being recruited to lead and co-ordinate the marketing of England in the domestic market and work alongside Kenny in representing the England brand interests to the international markets.
Commenting on his appointment, Mr Boyle said: “Britain is one of the world’s leading destinations, but competition is fierce and growing. Traditionally Britain’s tourism products have focused on four main drivers: culture, history & heritage, country & coast, and sport. The challenge now is to develop niche products within this portfolio to reflect a richer understanding of our customers’ lifestyles, lifestages and travel occasions and to exploit the capabilities of new technologies to bring these to market.
“I am particularly looking forward to working with my counterparts in Scotland and Wales in the development of brand positioning for Britain which is not only more compelling for our visitors but which provides a clear and complementary architecture for the devolved countries and regions of Britain.”
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