English Tourism Council plans to hire PR agency

The English Tourism Council is considering taking on external PR support as part of a comms push to bring more overseas visitors into the UK.

ETC is next week launching a £1m ad and PR campaign in support of the tourism industry's goal of increasing visitor numbers by one million by the end of the year.

The body this week confirmed it may need to draft in PR agency help as the campaign intensifies during the summer.

The drive will target tourists once they arrive in the UK, focusing on communicating the significance of 2002 in terms of the Golden Jubilee and surrounding events.

ETC senior press officer Ken Kelling said the programme will concentrate on domestic media relations work and events PR, accompanied by a poster ad campaign.

'There will be promotion targeting media that is read by the overseas visitors while they're here, for example UK editions of foreign newspapers, in-flight magazines and some tourism magazines.'

He added: 'There's a possibility of bringing in PR support. If we do bring someone else on board, they will carry out the bulk of the work with some strategic guidance from the in-house team.'

The ETC programme, which is being overseen by project manager Jenny McGee, forms part of the 'Only in Britain. Only in 2002' campaign.

Funding comes from an overall £40m budget, which is drawn equally from the private and public sectors.

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