VisitBritain has appointed creative agency, Team Saatchi, to review Britain’s brand identity internationally.
After winning a five-way pitch, Team Saatchi will help VisitBritain develop a new approach in light of the London 2012 Olympic Games and Paralympic Games and realise the potential £2 billion tourism benefit for the whole of the UK.
The first stage is a strategic review of the Britain brand, which will be undertaken with the input of partners from the national tourist boards and industry from the public and private sectors.
Under the second stage of the brief, Team Saatchi will help VisitBritain develop a toolkit for the industry. The new brand can be used in international marketing activity, and will be launched by the end of the year.
Seren Welch, VisitBritain’s head of brands and brand partnerships, says: “Perceptions of Britain as a destination are already strong, but we must raise the stakes to maintain our position as the world’s number one country brand.
“As we approach the Games we have the once-in-a-lifetime opportunity to create a lasting legacy for Britain’s £85 billion visitoreconomy.
“It’s time for a new brand that portrays the passion, energy and creativity of Britain today. And it’s a chance for our partners in the industry to join us to get people to fall in love with a country that is bolder, more confident and more inclusive than ever before.”
By Bev Fearis
