VisitBritain hands top marketing job to Croft

Joss Croft: promoted to the role of director of marketing at VisitBritain
Joss Croft: promoted to the role of director of marketing at VisitBritain

VisitBritain has promoted Joss Croft to director of marketing to drive the UK's global profile and build on the success of 2012.

Croft has held the position in all but title since director of marketing Laurence Bresh left in September to join STA Travel.

Following an eventful year in the UK, including the Queen’s Diamond Jubilee, the Torch Relay and the London 2012 Olympic and Paralympic Games, Croft is keen to "convert" the attention the UK has received into hard tourism numbers.

He told Marketing: "The eyes of the world have been on Britain. The question now is how we start to convert that and work with our commercial partners to get the offers out there and bring in business to Britain."

VisitBritain’s 'Great' campaign is also running in 21 markets, which Croft said can be "tweaked" to jump on the current "zeitgeist", a method previously seen with the body’s Bond work. In addition, VisitBritain’s focus on seeding digital content has racked up nine million views across its VisitBritain TV site.

Croft is tasked with helping to bring an additional nine million visitors to the UK by 2020, while ensuring the UK does not suffer a post-Olympic tourism dip. He said that despite an expected dip in visitors during Games time, the UK's tourism spend held.

He said: "We are potentially going to be the first nation to have bucked the trend for displacement for an Olympic year,."

However, he stressed that the body only had visitor figures up to September so far.

Croft added: "We have delivered against our objectives and ambitions, but we can't be complacent. Where previous host nations have fallen down, is through not investing as much after their Games to convert the interest that they have delivered."

VisitBritain will continue to work with its commercial partners in 2013, including P&O Cruises, easyJet, Hostelworld and British Airways, to "get closer to the customer".

Croft called VisitBritain's current £5m joint campaign with BA a "marketing coup", which has "taken forward" the marketing body’s long-standing "You’re invited" work into a new awareness campaign under "The big British invite" strapline.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug