The GREAT tourism campaign that the Department for Culture, Media and Sport launched before the Olympic Games is expected to boost the UK economy with £250 million over the coming two years. The campaign will run until 2015, targeting nine countries with advertisements appearing in major cities like New York, Beijing, Shanghai, Rio de Janeiro, Paris, Toronto, Mumbai and Sydney. This is a bid to attract four million more visitors during the next four years.
The UK has spent £510,000 to develop the brand, with advertisements appearing in 18 airports. It’s believed that 70% of the population within the targeted cities will see the billboard, cinema and television ads. VisitBritain, the British Council and UK Trade Investment have used the brand as well. It’s hoped the campaign will keep the country in the spotlight for years following the Diamond Jubilee, Olympics and Paralympics. This summer saw a record £598 million spent in August – 9% more than the year before.
When the campaign was launched last year, Prime Minister David Cameron said that he wanted to invite the world to look at everything the UK has to offer in a fresh way. Today, he added, the country is just a great place to visit, work and study, as well as a great place to do business and make investments.
Culture Secretary Maria Miller said at the World Travel Market event that the GREAT campaign may contribute an extra £2 billion to the economy and create 50,000 new jobs. Early estimates on the financial returns from the investment are really encouraging. They are also working hard to reduce any tourism barriers, making it clear that Britain is a great place to visit and experience, along with creating the right conditions for both domestic and international tourism to thrive.
Despite such a great outlook, Miller is urging the travel industry to do what it can to keep the momentum of the Diamond Jubilee, Olympics and Paralympics. She says the industry will need to be ambitious to keep the edge, as there are significant economic opportunities for such a major tourism destination like the UK. The main role of tourism isn’t new, with the ability to travel lying at the centre of a nation’s evolution. This is linked to growth and business as people travel around the world in search of fortune and knowledge, as well as first-hand experience with a nation’s unique culture.
Miller continued that travel has always been about ambition and aspiration, as well as about discovering something new. The government acknowledges that tourism is a major contributor to growth, and it’s the nation’s fifth biggest industry, which many believe could be the fastest growing over the coming ten years. This is one of the reasons why they have created their biggest marketing campaign ever. The GREAT campaign is inspiring and innovative, demonstrating the very best of what the UK has to offer and why it’s a great destination to visit, do business and study.