Domestic PR push looms as VisitBritain assumes control

The news comes in the same week as the body took control of marketing the UK as a holiday destination to both domestic and international tourists.

VisitBritain was formed by a merger of the British Tourist Authority and domestic tourism body the English Tourism Council.

Three PR agencies are thought to be in the running for the domestic campaign and, according to VisitBritain head of press and PR Jo Leslie, a decision is likely within weeks.

'The aim of the campaign is to give people reasons for holidaying in this country,' Leslie said.

VisitBritain last week announced a link-up with Universal Pictures to promote the UK through its latest film Johnny English, starring Rowan Atkinson.

Leslie said the new campaign had been timed for Easter, partly due to the Iraq war. This is causing many holidaymakers to delay foreign travel plans and creating what Leslie calls 'a ready market' for this campaign.

It also comes as the Tourism Industry Response Group, chaired by VisitBritian, this week forecast that the war in Iraq will cost the inbound tourism industry between £1.5bn and £2bn this year.

The campaign, which will support an ad campaign by WCRS, will also aim to present the image of England as a fashionable alternative to foreign travel and an industry that has improved in recent years.

The bulk of the funding has come from England's nine regional development agencies.

The merger of the two predecessor bodies' PR functions led to the redundancy of one ETC corporate PR post. But the new structure has two new roles - managers for internal comms and consumer PR.

Working alongside the PR team is a newly created England marketing division.

This includes the role of head of product marketing and PR liaison, which deals with relationships with agencies handling campaigns such as this latest domestic push.