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Click here to view the full, Only in Britain. Only in 2002 TV advert.
Click here to view the short Only in Britain. Only in 2002 TV advert.
‘Only in Britain. Only in 2002’ is the £40million initiative to generate an additional £500million for the British economy this year.
The unprecedented multi-media campaign is the result of the largest private and public sector partnership in the history of British tourism and will boost UK visitor figures following the foot and mouth outbreak and September 11 in 2001. Half of the funding to promote Britain as a destination has been provided by the Government, which has matched, pound for pound, the £20 million raised by the tourism industry in cash and collateral marketing.
The theme of the campaign, which has been created by BMP DDB and market-tested in three of the key countries, is ordinary British people extending an invitation to visit Britain, especially during this special Golden Jubilee year. It will focus on Britain’s uniqueness in terms of its diversity, heritage and humour - hence the central message “Only in Britain. Only in 2002.”
The £24million media spend will be split equally between North America and Europe and is being targeted at seven countries, which together represent nearly half of the total number of visitors to Britain from overseas: Belgium, Canada, France, Germany, Ireland, the Netherlands and the USA.
It will be spearheaded by a quintessentially British TV campaign, the biggest ever produced to promote Britain as a tourist destination. This will be supported by direct mail and print advertisement campaigns, highlighting some of the great partner offers available.
These above the line activities will be backed up by a comprehensive PR campaign, which includes a fleet of black cabs travelling across Europe and a celebrity-led media tour in New York.
All the PR and marketing activities will direct visitors to either their local travel agent or a special website. Both routes will provide access to over 5000 unique offers and deals from the British tourism industry, giving visitors the chance to save hundreds of pounds off the cost of a holiday to Britain this year.
Partners contributing to the campaign are:
Accor UK Ltd
American Express
Avis Europe plc
BAA PLC
Best Western Hotels
bmi
British Airways PLC
British Hospitality Association
British Tourist Authority
Department for Culture, Media & Sport
De Vere Group PLC
DFDS Seaways
English Tourism Council
Heart of England Tourist Board
Hilton Group PLC
Jarvis Hotels PLC
London Tourist Board & Convention Bureau
Millennium Copthorne Hotels
National Express Group
P&O
Passenger Shipping Association
Queens Moat House Hotels
Radisson Edwardian
Red Carnation Hotels
Savoy Group
Seafrance
Six Continents PLC
Stena Line
Thistle Hotels
VisitScotland
Wales Tourist Board
Whitbread Hotel Company
In addition to attracting visitors to the UK, £1m of the campaign has also been set aside to enhance the experience of overseas visitors once they arrive in Britain. This part of the campaign will be led by the English Tourism Council, in collaboration with the other national tourist boards for Scotland, Wales and Northern Ireland. The aim will be to make overseas visitors feel welcome while they are here, encourage them to travel more widely and, where possible, to extend their stay. Partnerships will be created across the industry to provide visitors with a visible, valuable and influential welcome. Particular focus will be given to points of entry throughout the UK and to Tourist Information Centres and other information providers.
Additional information
The specially-created ‘Only in Britain’ website includes full details of the campaign partners and their offers and will be the focus of all advertising and marketing activity. There will be a different landing page and domain address for each of the seven markets.
Press releases: for all relevant press releases see the Press Releases section. |
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