VisitEngland defends £5m campaign after industry attack
VisitEngland chief James Beresford has hit back at industry criticism of the £5m marketing spend on the body's 'GREAT' campaign to promote domestic tourism.
VisitEngland: defending £5m campaign
Beresford said the investment was ‘relatively modest’ compared with the spend of international tour operators.
Both Beresford and John Penrose, the minister for tourism and heritage, came under fire at an ABTA conference for funding a campaign discouraging British consumers from holidaying abroad.
In the TV ad, which rolled out in March, actor Stephen Fry asks ‘Why on earth would anyone want to go abroad in 2012?’
Beresford told Marketing: ‘It’s worth pointing out that overseas tourist boards spent £52m in the last financial year trying to seduce Brits overseas, while hotels, airlines and tour operators spent an additional £116m for the same purpose. I think this puts a £5m campaign into perspective.’
He added that initial Visit-England research found 56% of consumers that saw the ad would be ‘more likely’ to consider the UK for a short break.
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- Copywriter fishtank 25k to 40k per year GBP, Marlow, Buckinghamshire
- PR Account Director fishtank 40k to 55k per year GBP, Surrey
- Head of Marketing fishtank 45k to 60k per year GBP, United Kingdom
- Digital Search & Acquisitions Officer Topshop Up to £30,000 per annum + benefits, London
- planner > SHOPPER EVANGELIST > brilliant role for those SUITS looking to move across into PLANNING collectivo £30-40k + bens, London
- Marketing Executive Warner Bros £ Competitive + benefits, Holborn, London
Big Questions Live - Social Media, User Generated Content and the Power of Customer Insight (Webcast) External website
Brand Republic’s first ever online TV show, Big Questions Live wil...
The PR industry’s lack of success at the Cannes Lions festival 201...
Confused by hashtags? Tweetchats? Tweet walls? You’re not alone.Wi...
It’s fair to say we are truly in the age of content marketing, the...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...