Is it time for a cool change? The man responsible for selling Britain overseas reveals the most effective images to use when it comes to attracting the tourist dollars. By Stephanie France

By STEPHANIE FRANCE, PR Week UK, 01 May 1998, 12:00am

Like all buzz phrases, ’Cool Britannia’ has taken on a life of its own since it was first coined in late 1996. David Quarmby, chairman of the British Tourist Authority (BTA)claims BTA invented the phrase to express the current renaissance in British pop, film, fashion and architecture.

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(Brand Republic, Campaign, Marketing, Media Week, PRWeek)

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