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BTA launches multi-million pound strategy
The British Tourist Authority (BTA) have launched a multi-million pound strategy to urgently win overseas visitors back to Britain after the disastrous effects of last year’s foot and mouth outbreak and September 11th.
Under the banner of ‘UKOK’ – unveiled by Culture Secretary Tessa Jowell at the Tower of London – the international marketing campaign will feature Britain as the place to visit in 2002, encouraged by millions of pounds’ worth of special travel and accommodation offers.
Targeted at seven prime overseas markets (US, Canada, France, Germany, Ireland, Belgium and the Netherlands), the campaign is being supported by over a thousand UK tourism businesses, many of which will use the ‘UKOK’ banner in their own marketing activity. Names such as British Airways, the V&A, Anglesey Sea Zoo and Kildrummy Castle Hotel will take part in the campaign. It is hoped that the campaign will contribute to the recovery of at least half of the £2 billion lost last year by the £13 billion inbound tourism industry.
BTA will spearhead the initiative with a £5m advertising campaign directing overseas customers to the visitbritain.com/UKOK website on which all the offers will be featured. The campaign will feature the Queen’s Golden Jubilee, the Commonwealth Games and other sports, as well as attractions such Britain’s countryside, cities and heritage. It will be supported by a number of market-driven PR and marketing initiatives all carrying the ‘UKOK’ banner.
BTA chairman David Quarmby said: “The ‘UKOK’ device stood out because of its simplicity and emotional impact. It is an expression of pride in Britain, inclusive of all parts of Britain, a statement of fact and an open invitation to visit. It provides visitors with reassurance, while allowing even very small companies to reach the overseas markets they so desperately need to help their businesses recover.”
Culture Secretary Tessa Jowell said: “It is time to remind everyone that Britain is a vibrant and exciting place to visit, particularly in the year of the Queen’s Golden Jubilee and the Commonwealth Games. ‘UKOK’ does just that by featuring some fantastic deals for potential visitors to Britain. It will give us a much-needed edge over all those destinations competing for bookings for this year’s holiday season.”
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