Changes at VisitBritain

VisitBritain is embarking on a radical shake-up of its comms team and starting a trawl for a PR agency after a fundamental review of its cost structure.

From next month, director of comms Sandie Dawe will work purely on London 2012 initiatives; head of press and PR Patricia Yates becomes head of strategy and insight; and publicity manager Tess Sullivan is promoted to destination PR manager.

The UK's main tourism body, which is jointly funded by government and an increasingly cash-strapped private sector, is making 40 per cent of its staff redundant.

Sullivan is considering hiring a retained PR agency to help drive through destination PR initiatives in 2009.

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