VisitBritain seeks retail partner to boost profile

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 (Marketing, 23 November).

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.

Selling the nation short? Page 24.

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

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