The aim is to bring in an extra one million tourists and revive a sector still struggling in the aftermath of the foot-and-mouth crisis and the 11 September terror attacks.
Funded through a Department of Culture, Media and Sport-led public-private partnership, the campaign has a total media spend of £20m, (PRWeek, 1 March 2001), including an undisclosed seven-figure sum for PR.
Ketchum's key task is to generate publicity on the back of major TV ad campaigns in each country.
Details are still being hammered out, but BTA corporate PR manager Orla Farren said there would be a central theme, with 'tweaking' for each country.
She said: 'The jubilee is important this year, while themes like heritage and culture will be central.'
Focus group work in the key countries has highlighted a range of differences in what potential visitors want.
Americans see Britain as a good place for a short stay, based around a West End show or an exhibition.
The French are keen to practice their English and see the countryside.
Germans are more interested in Scotland than England or Wales.
The creative for the ads will be ready by next week, with a corporate launch in Britain due in mid-April. Ketchum Europe deputy CEO Richard Aldwinckle heads the account. Ketchum branches will handle the account in the US, France and Germany.
This latest push replaces the £5m UK:OK campaign, which launched earlier this year (PRWeek, 19 October 2001).