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VisitBritain tasks Tequila with improving tourism

The UK’s national tourist office Visit­Britain has selected Tequila New York as its agency of record to handle all of its marketing and advertising that targets consumers in the US.

The tourist bureau has asked the digital agency to reenergize the British brand for travelers from the US market and reverse the decline in US visitor numbers in the face of one of the worst exchange rates in years.

“We found that a real relationship ex­ists between Americans and the British, and we decided to use that character and culture to draw in interest in taking a vacation in Great Britain,” said Steve Wilcox, managing director at Tequila New York.

The campaign, expected to launch in early spring, will highlight cultural events in the UK rather than historic sites. In addition, in a move to highlight the UK beyond high-cost London, the campaign will push lesser-known desti­nations around England, Scotland and Wales, which are more affordable. This will even include highlighting adventure sports and beaches, not typically associ­ated with the UK market.

The campaign will include on- and off-line techniques such as print advertis­ing, direct mail, e-mail, viral and online advertising, with the call to action in­tended to drive potential travelers to the VisitBritain.com Web site.

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