A multi-million pound campaign to halt the crisis in Britain's
tourism sector is set to launch.
The British Tourist Authority's board was due to meet in New York at the
end of this week to ratify details of the project.
BTA head of press and PR Jo Leslie said the campaign would, for the
first time, present one vision of Britain across the world,
concentrating on traditional 'British' values.
She said: 'We think it's time to go back to our core values. Our market
research shows that these are our countryside, heritage and culture.
'This will be a rebranding of Britain aimed at bringing the tourists
back, following the foot-and-mouth situation and the events in America,'
PR for the campaign is likely to be handled in-house by the BTA,
although agencies are set to be used for marketing and advertising.
Leslie confirmed the campaign costs will run into millions.
The BTA board members will make the decision at UKwithNY, the arts and
concert event profiling British culture taking place between 14 and 28
The PR push by BTA comes just a week after the Confederation of British
Industry announced it would spearhead a lobbying campaign on behalf of
the tourism industry.
This will give the industry one voice for the first time as it attempts
to bring back foreign tourists.
CBI director general Digby Jones is to be the first chairman of newly
created lobbying group, the Tourism Alliance, which is made up of CBI
and industry associations including the Association of British Travel
The creation of the Tourism Alliance was decided at a marathon 24-hour
meeting last week between industry representatives and government
ministers, including culture secretary Tessa Jowell.
The Alliance will meet for the first time on 30 October.
Industry groups estimate that crises such as foot-and-mouth and the
aftermath of the 11 September terrorist attacks will cost the UK sector
£2.5bn this year.