Replacing the Britain for Events campaign, which had run since 2010, Events are GREAT Britain will debut at IMEX Frankfurt next week.
The campaign is part of the wider £60m GREAT campaign, to promote the UK, and will act as the umbrella brand, working to drive more international business to the UK. Activity will be rolled out over the next six months, with a core focus on supporting British destinations and venues.
During the event, there were presentations from the newly appointed head of Business Visits & Events for VisitBritain, Chris Foy; deputy chair of the UK Events Industry Board and chair of the BVEP, Michael Hirst OBE; and CEO of the Association of Event Organisers and vice chair of the BVEP, Chris Skeith.
Hirst said it was an exciting time for the events industry, with a range of government departments working together to promote Britian as a destination overseas. "The objective is to tell the story of why events are so great in Britain and why Britain is great for events. This industry grows exports, showcases the best the UK has to offer, is a top 20 employer and drives 35% of the visitor economy. It’s time to work together to make sure we attract the right events to the country."
Foy added: "VisitBritain’s role is about adding value to the work of the UK events industry. It’s about building demand for events in Britain, supporting the winning of bids, and it’s about addressing aspects of welcome that can do so much more to enhance the business visitor experience of our country."
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