Latest foot-and-mouth PR work heads to Ogilvy

Ogilvy Public Relations Worldwide has been appointed by the English

Tourism Council (ETC) to reinforce its efforts to encourage Brits to

holiday in the UK despite the foot-and-mouth crisis.

The nine-week campaign will include media and consumer promotions, plus

work within the tourism industry. The brief forms part of the Open

England campaign, aimed at addressing the misconception that rural areas

are closed to tourists. The agency's work is intended to straddle the

May bank holidays, while impacting on bookings for half-term week.

The account is led by Ogilvy head of corporate practice Howard de Souza,

who reports to ETC marketing consultant Tom Buncle.

De Souza claimed that 'consumers are smarter than people give them

credit for', adding that Ogilvy will seek to engage consumers through a

mix of positive news about the countryside and dispelling misconceptions

about the outbreak.

ETC figures reveal 52 per cent of Britons believe they could not visit

the countryside without seeing burning cattle. However, spokesman Ken

Kelling described the fears as 'misguided', claiming that an

unrepresentative picture has been created by the media.

The campaign follows GCI's appointment by the British Tourist Authority

earlier this month to run a global campaign promoting Britain as a safe

holiday destination (PRWeek, 20 April).

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