VisitBritain gives WS its account to promote tourism

Weber Shandwick has won a three-way agency PR pitch to promote holiday opportunities in England to Britons.

Recently created tourism promotion body VisitBritain - which this month took control of promoting the UK to both domestic and international audiences - drafted in WS last week for a spring marcoms campaign.

With an overall budget of £4m, it is the largest domestic promotional campaign for England for 'several years'.

The campaign - backed by VisitBritain, around 30 private sector 'partners' and the nine Regional Development Agencies and Regional Tourist Boards - will kick off on 23 April, with a media event organised by WS.

It will target the over-30s, presenting a 'contemporary and refreshing' view of England, said VisitBritain head of press and PR Jo Leslie.

Leslie said the campaign's PR budget, which will come to an end in mid-July, was around £150,000, from which WS's fees would be drawn.

She said WS would handle 'core media relations' focusing on short-lead media, and promoting media competitions.

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