VisitBritain merges digital, marketing teams

LONDON: VisitBritain has promoted Philip Taylor to head of marketing as the tourism agency merges its digital and marketing teams to ensure greater integration across its future work.

LONDON: VisitBritain has promoted Philip Taylor to head of marketing as the tourism agency merges its digital and marketing teams to ensure greater integration across its future work.

Reporting directly to Joss Croft, director of marketing, Taylor will be responsible for progressing the body's Great campaign across key visitor markets, securing bookings, and boosting the UK's tourism income.

Taylor had been head of digital marketing at VisitBritain since 2011. He replaced Croft, who moved up to lead the body's marketing department last October, following the departure of Laurence Bresh. VisitBritain has merged its digital operations with its marketing team to ensure its marketing story is told to consumers through all available channels.

This week, VisitBritain launched the Lovewall, a responsive site that explores UK attractions and allows users to map their journeys.

Speaking to Marketing, Taylor said the Lovewall is an example of how VisitBritain is focused on creating a simple story about the UK through its digital activity.

"Everything we create online this year will be designed for mobile and tablet platforms,” he said. "This year, we are focused on taking the inspiration created around the 2012 Olympic and Paralympic Games and going further down the funnel to make sure we are generating bookings…We always said that VisitBritain wouldn't take its foot off the accelerator when the games ended; instead it has been about taking it up a gear."

VisitBritain will carry out a range of marketing activity this year with commercial partners such as British Airways, Qatar Airways, and Expedia.

This story originally appeared on the website of Marketing.

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