Dawe to head 2012 strategy taskforce

VisitBritain director of strategy and comms Sandie Dawe is to take responsibility for the organisation’s brand ­development and brand partnerships unit on top of her existing remit.

Dawe: taking on extra role
Dawe: taking on extra role

The unit, which is within the international marketing team, is moving into the press, PR, PA and strategic partnership group because it is connected with preparing for the 2012 Olym­pic Games.

‘Sandie has been heavily involved in steering the 2012 strategy, so this helps to bring about a cohesive strategy.’ It will bring an additional six people to her 24-strong team.

Dawe’s new title has not yet been decided, according to a VisitBritain spokesman.

The group has also announced plans to axe more than 50 jobs, but most of the redundancies will come from the London-based publishing department, according to the spokesman. ‘The nature of our commu­nications is now mostly online, so our print requirement levels have dropped by 82 per cent since 2004 in terms of hard copy publications,’ he  said.

The agency has also decided to withdraw its Ireland operation, because it claims it is a ‘mature enough market’. The Dublin-based ­office will close in October, but it has not yet been decided what packages will be offer­ed to its nine staff.

VisitBritain denied that the changes would have a negative effect on its marketing capacity.

VisitBritain currently employs 498 people worldwide, 250 in the UK.

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