Visit Britain

VisitBritain the UK official tourism organistaion has appointed Team Saatchi to review Britain’s international brand identity. This is seen as an essential piece of work to ensure the United Kingdom’s position as a world leading tourist destination.

The upcoming 2012 Olympic Games and Paralympic Games present a challenge to maximise the benefits to the UK economy of the huge potential earnings from the games related tourism.

A complete strategic review of Britain’s branding will be undertaken by consultation with the national tourist boards and the leisure/tourism industry. The object is to create a clear brand identity that will be used to promote tourism and raise awareness and anticipation of these major sporting events.

Team Saatchi will also help VisitBritain develop what has been called a toolkit for the use of the industry. This new branding will be available for use in international marketing activity. It is hoped that this will be avaible for use by the end of this year. It is felt that positive perceptions of Britain as a destination are already strong and the object is to maintain that strength and grow it into a very desirable worldwide brand.

Sophie Hooper, MD of Team Saatchi, says: “Countries are increasingly using sophisticated branding and marketing techniques to position themselves to best advantage on the world stage, and Britain needs to use all its assets to stay ahead of the field. We will be exploring the best of Britain’s past, present and future to forge powerful, emotional bonds with potential visitors everywhere.”

www.visitbritain.com