Edelman to direct $6m campaign to entice UK tourists

WASHINGTON: Edelman is leading an integrated team of independent firms in a $6 million Department of Commerce push to lure UK tourists to the US.

WASHINGTON: Edelman is leading an integrated team of independent firms in a $6 million Department of Commerce push to lure UK tourists to the US.

The campaign, originally billed as a multi-year, $50 million initiative attracting tourists from five countries, was scaled down in a six-month bidding process that ended last week. The new three-year contract, renewable annually, will likely be expanded to countries such as Germany and Mexico should Congress choose to extend funding. Edelman will launch the PR and online elements of the campaign shortly after it has completed research, with ad firms M&C Saatchi and BVK contributing joint campaigns with the private sector over the next few months. The first issue Edelman will tackle is concern about new visa restrictions and tighter security rules that may discourage foreigners from visiting the US.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.