VisitBritain, the official British tourism authority, tapped Green Team, New York, as its advertising agency of record for the Americas.
The agency, which also handles the VisitScotland account, has a first-year budget surpassing $1.25 million. Online advertising is planned with support from traditional media and direct mail.
The United States is the most important market for Britain. Green Team's experience promoting Scotland helped bag the account. Online advertising is a big part of the strategy to acquire tourists for Scotland. It helps build a database of hot leads, too, also a goal for VisitBritain.
Green Team hired Mark Schmitter as account director on VisitBritain. He held the same title at The Wolf Group before the agency closed in February.
