VisitBritain uses Premier League stars to promote destinations

A microsite, www.visitbritain.com/footballinterviews, hosts video interviews with foreign players such as Arsenal captain Cesc Fabregas and Russian forward Andrey Arshavin.

Other players shown discussing Britain include Chelsea defender Ricardo Carvahlo, Blackburn Rover player Ryan Nelsen, and Everton's US goalkeeper Tim Howard.

Fulham's Norwegian defender Brede Hangeland claims that the British are 'very friendly' and reveals he enjoys visiting the Houses of Parliament and Hyde Park. US-born Aston Villa goalkeeper Brad Friedel adds that he likes the 'country lifestyle and unique and friendly pub culture' to be found in Britain.

Separately, last week VisitBritain appointed creative agency Al­bion to its multimillion-pound advertising account, following a competitive pitch.

Albion will shortly begin work on creating integrated campaigns targeting consumers in 35 countries across the Americas, Europe, Asia Pacific, the Middle East and Africa.

This article was first published on marketingmagazine.co.uk