As discussed with C&IT during its interview with chair of the All Party Parliamentary Group for Events Nick De Bois MP and the BVEP's chairman Michael Hirst earlier this week, the campaign – unveiled at Imex – champions Britain as a destination for culture and innovation, with events acknowledged as a key driver in promoting the country.
Kevin Murphy, chief executive of Excel London and spokesperson for the Britain for Events campaign, joined De Bois in launching the campaign at the Frankfurt show. The partnership will create marketing collateral including an advertising campaign focusing on the importance of UK events
"We discussed how celebrating the British events industry represents a chance to promote our creativity, knowledge economy, sporting heritage, unique venues and architecture, as well as individual destinations within the UK," said Hirst. "The campaign is already being used in airports, museums and attractions, so there is no reason why our venues cannot further widen the campaign’s distribution.
He continued: "This is a massive opportunity to raise awareness of events as a key driver in the tourism economy. We’re encouraging organisers, venues and destinations to use the creative to target as many international visitors to the UK as possible."