Visit Britain says 'GREAT' campaign results positive so far

Visit Britain has set a four-year target to attract an extra 4.6 billion visitors to the UK between 2011 and 2015 as a result hosting major events including the Olympic Games and revealed that early results of the 'GREAT' campaign were positive.

Speaking at a briefing on the return for the UK economy from hosting the Olympics yesterday, Visit Britain chief executive Sandie Dawe said: "We want to take advantage of major events held in the UK over the past 18 months including the Royal wedding Diamond Jubilee and the Olympics.

"London 2012 has created a new attraction for visitors and will provide a real legacy for tourism in the UK."

Visit Britain kicked off its biggest ever marketing effort in September 2011 – an 18-month campaign that wraps around the Games and will run till early 2013, themed around Britain is Great and including social media, digital, press, outdoor and TV.

"We are tracking the campaign and early results show a very high unprompted recall of advertising and a high intention to visit the UK against competitor destinations," said Dawe.

In numbers: The return for the UK

4bn – the estimated global audience for the London 2012 Games

£13bn – the forecast potential benefit to the UK economy over four years after the Games

18 – days of global business summits host at the British Business Embassy during Games-time

3,000 – Ministers, business leaders and decision-makers that will participate in the Global Investment Conference and British Business Embassy summits during Games time

£115bn – the annual value of the tourism industry to the UK

4.6m – extra people expected to visit the UK between 2011 to 2015

£2.3bn – additional spend by visitors to the UK in four years after the Games

90m – people will see GREAT adverts across 14 cities worldwide

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