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

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
Case study: DHL's employee of the year event in San Francisco

Case study: DHL's employee of the year event in San Francisco

Part five of our State of the Industry: Corporate Report is an in-depth look at DHL's big three-day event for its staff.

5 hotels for inspiring incentives in Italy

5 hotels for inspiring incentives in Italy

Our pick of elegant Italian getaways for exciting activities, captivating cuisine and stunning scenery.

UK businesses spending 22% more on incentive travel

UK businesses spending 22% more on incentive travel

Research also finds increased investment in employee experiences worldwide, in response to concerns for wellbeing.

How to use live events to revitalise a brand

How to use live events to revitalise a brand

Any product can be given a new lease of life with the right kind of event, says UKSV's Neil Coombes.

Popular and emerging destinations for corporate events

Popular and emerging destinations for corporate events

Part four of the State of the Industry: Corporate Report asks which cities are favoured by event planners.

In pictures: C&IT US Forum 2019

In pictures: C&IT US Forum 2019

Event planners from North America came to Chewton Glen for two days of meetings, content sessions and activities.

Case study: Avon's Circle of Excellence 2019

Case study: Avon's Circle of Excellence 2019

Venues and Events International organised a 'once in a lifetime' trip to Monaco and the Champagne region of France.

New client account manager for Brands at Work

New client account manager for Brands at Work

With seven years of events experience, the agency's most recent hire will develop new client relationships.

The top challenges for corporate event planners

The top challenges for corporate event planners

Part three of the State of the Industry: Corporate Report finds the biggest hurdles include measuring the ROI of events.

Dear C&IT: Venues must be more reasonable

Dear C&IT: Venues must be more reasonable

Charging significantly more for special dietary requests is bad practice, argues Inntel's Douglas O'Neill.

LATEST JOBS