VisitBritain and EMI sign exclusive global deal

by Hayley Pinkerfield, Revolution UK 08-Aug-07, 10:20

LONDON - VisitBritain, Britain’s national tourism agency, has signed an exclusive deal with EMI to raise the musical profile of its cities. The two parties will work together to market and promote new releases by British EMI artists.

VisitBritain’s web site, www.visitbritain.com will be the hub of activity. Editorial about British artists will be seeded throughout the site and linked to related towns and cities.

Visitors to the site (estimated at a potential 12 million) can click through from artist information to download music from EMI’s catalogue of more than 140,000 tracks. VisitBritian research found that 49 per cent of potential visitors to the country are ‘very likely’ to go to live music events.

Tom Wright, CEO, VisitBritain, said: “21 per cent of potential visitors are inspired to choose a destination because of the music or bands of that country. Our partnership with EMI Music will help us showcase the places behind the music and encourage them to visit.”

Giles Harris, head of business development, EMI Music UK and Ireland, added: “EMI’s catalogue of British music reads like a who’s who of the cream of contemporary British music, from The Beatles, the Rolling Stones and David Bowie, to Radiohead, Robbie Williams and Gorillaz. We’re all so used to plugging in to our favourite music while on holiday, now visitors can download their favourite British tracks and indulge their senses for a thoroughly British holiday experience.”