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).