EnjoyEngland £12m drive to focus online

LONDON - VisitBritain is to invest £12m, primarily online, in promoting EnjoyEngland as part of a three-year strategy to build visitor numbers ahead of the Olympic Games in 2012.

Spearheading the activity will be next year's relaunch of the EnjoyEngland.com website, which the body aims to build into a marketing platform to compete with the big industry operators.

EnjoyEngland.com will offer information from local tourist offices and VisitBritain to become a one-stop shop for consumers and businesses seeking to book accommodation and tickets.

A range of media partnerships and advertising will support the relaunch. VisitBritain is also seeking brand partners for co-promotions.

Hugh Taylor, chairman of VisitBritain's England Marketing Advisory Board, said the site would act as a marketing platform for SME tour operators and tourism agencies.

"Ideally, this site will give a bed and breakfast in Cornwall the same reach as a big player such as Hilton," he said.

VisitBritain also views the site as a vital way of promoting the country to poten-tial visitors to the London Olympic Games in 2012. It is lobbying the government to increase its £35m promotional budget to ensure the Games benefits the UK tourism industry.

The government has said the 2012 Olympics could boost the country's tourism revenue by 25%, and has challenged industry and national agencies to plan how to take advantage of it.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.

Discussion

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

Latest

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
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Burberry's flagship Shanghai store facade responds to weather changes
Subway considers taking fast food to fast lane with F1 sponsorship
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands
Dove tries to tell women their beauty is innate through placebo patches
Wonga faces social media storm after forcing Twitter to remove satirical material
Spotify tells the stories of relationships with music