US in £3m bid to lure UK tourists

US Congress has allocated $6m (£3.2m) to an advertising and PR campaign intended to encourage more Britons to visit America.

It is the first time the US government has funded a generic tourism campaign in the UK since the slump in travel following the first Gulf war in 1991.

Movie-themed ads that use the strapline 'You've seen the films, now visit the set' will break in mid-December.

The work, overseen by Visit America Alliance, will include TV and print ads created by M&C Saatchi, and PR through Edelman.

An unnamed Hollywood star will launch the campaign in London on 15 December.

According to the Global Travel Report, unveiled at World Travel Market this week, international tourism to the US grew 12% to 85m travellers in the first eight months of 2004.

Global tourism is growing at a similarly rapid rate, with worldwide arrivals up 12% to about 526m.

Changing places, page 30.

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