VisitBritain boss says Government would be 'mad' to abandon Great funding

VisitBritain: 2012 Great campaign
VisitBritain: 2012 Great campaign

Sandie Dawe, chief executive at Visit Britain, has urged the Government to continue financially supporting its 'Great' campaign and said it would be "completely mad to walk away".

Dawe’s comments came as culture secretary Maria Miller unveiled a tourism strategy that aims to unite public and private sector organisations to grow visitor numbers 29% by 2020 and boost spending by £31.5bn.

Miller said: "Given the triumph of last year – the Diamond Jubilee, the Olympics and the Paralympics – we face a challenge.

"Our opening and closing ceremonies gave the world the opportunity to look at Britain anew and were perhaps surprised by what they saw - a modern, diverse and creative country."

A £2m partnership with Emirates to promote Britain overseas was also announced today, as part of VisitBritain’s match-funding strategy, which was made possible following a donation by the Government.

However, VisitBritain’s ability to match fund is set to end soon as the tourism body approaches the end of its match-funding budget. 

VisitBritain was also boosted by additional centralised funding due to the Olympics, and post-Olympics, Dawe says VisitBritain "doesn’t have much in the marketing budget". 

Dawe added that VisitBritain was in the process of negotiating its budget for 2015/2016 and said the Government drove "quite a hard bargain in terms of the outcomes they expect from us".

VisitBritain claims that over two years, its marketing programme has contributed £900m to the UK tourism industry, a return on investment of 18 to 1.

The tourism body is seeking to capitalise on mania for 'Downton Abbey' and strike a deal with Spotify to showcase Britain’s music heritage for the next burst of its 'Great' activity in September, according to VisitBritain marketing director Joss Croft.

Discussions are also underway with unspecified broadcast partners as VisitBritain seeks to strike content deals.

Croft also revealed VisitBritain would open an API on its website that will give external organisations access to its data as part of a policy of using creative ways of opening up its resources to boost tourism. 


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


John Lewis walks consumers through its history to celebrate 150 years of business
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