VisitBritain seeks retail partner to boost profile

LONDON - National tourism body VisitBritain is looking to partner a major retailer as part of its strategy to raise its profile and stretch its limited marketing budget.

Michael Bedingfield, director of England marketing at VisitBritain, is leading the search, which is part of a plan to develop commercial ties.

The marketing body already has a partnership with Sony Pictures, which it used to promote the release of 'The Da Vinci Code'. The Scottish Tourist Board and French tourism organisation Maison de la France also partnered with the film.

Bedingfield said he was keen to continue promoting film-related tourism, following the success of the Sony tie-up.

The hunt for a retail partner comes at a key time for the tourism industry, which is keen to ensure that the whole of Britain benefits from the exposure of the London 2012 Olympics .

The government has said the games could boost the UK's tourism revenue by up to 25%.

Separately, Enjoy England is launching a campaign next month to encourage people to visit locations featured in their favourite books. The English tourism board has produced 20,000 A1 maps to promote the six-month 'Storybook England' campaign. The posters depict the locations featured in a range of books, including the Harry Potter series.

They will be available in branches of Starbucks, while selected books featuring in the campaign will go on sale in Tesco.

The campaign continues VisitBritain's strategy of focusing on families.

The UK experienced a 9% upsurge in overseas visitors last year, resulting in an 8% increase in spending to £14.25bn. Domestic tourism was worth £22.7bn last year.

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


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


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
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
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers