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MENAFN Press - 06/11/2012

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(MENAFN Press) Dubai, United Arab Emirates

Following on from the success of hosting the world's largest and most watched sporting extravaganza, a new multi-million pound joint marketing push from British Airways and VisitBritain has been launched today that aims to boost inbound visitors from a number of key markets vital to the UK economy.

'The Big British Invite' campaign features 'real' British people inviting the world to visit Britain to enjoy their favourite places and experiences. Ambassadors include the Chief Yeoman Warder of the Tower of London, where the Crown Jewels are kept, and the Director of the Loch Ness Project, which helps inform millions of visitors each year about the mystery and beauty surrounding the world-famous loch.(1)

The first phase of the campaign begins this week, with print and digital advertising featuring special fares for British Airways flights to the UK. It will be targeting travellers from the fast emerging markets such a China and India, along with Canada, Japan, the UAE and the US. In 2011, 4.6m visitors from these markets spent a total of 3.9bn (AED 22.8bn) in the UK, underlining their value to the economy and the huge potential for growth in the coming years. A second phase of the campaign will kick in early in the new year, with specific target marketing based on elements which inspire specific countries to travel - be it sport, shopping, culture, countryside or heritage.

Chief Yeoman Warder of the Tower of London, Alan Kingshott said: "Living in London there are lots of great things to do with all the theatres, shops and restaurants. The Tower is so centrally located that half an hour in either direction you can be in the West End or nearly in the countryside.

"The scenery in Chichester, Canterbury and Suffolk is absolutely jaw dropping. And having travelled around the world on various postings in the army I always felt happy to come home - you can't beat the English countryside."

VisitBritain Chief Executive Sandie Dawe said: "This summer, billions of people all around the world watched Britain stage an amazing party, now it's their chance to experience it for themselves. The friendly welcome that they saw on their TV screens is here to stay, and as well as taking in the delights of London, Britain offers visitors three whole countries to explore on one spectacular island."

Andrew Crawley, British Airways Commercial Director said: " British Airways is excited to be part of the Big British Invite and look forward to welcoming the world to experience the very best of British architecture, culture, dining and shopping. Our great fares combined with our true British experts showcasing the best things to do and see in the UK customers can start to plan their journey now.

"British Airways has an extensive network that enables visitors to make convenient connections throughout the UK, so customers can enjoy all that Britain has to offer."

About VisitBritain
Notes to editors:1. The initial list of Ambassadors featured in the campaign include:Adrian Shine - Project Director, Loch NessAlan Brigham “ Cambridge Road SweeperAlan Kingshott - Chief Yeoman Warder, Tower of London Brigadier David Alfrey- Edinburgh FestivalsEd Burstell “ Liberty MDJake Barber - Cambridge Punter Merlita Bryan - Sheriff of NottinghamPatrick Grant - Savile Row Tailor Patrick Schmidt - Illustrator / Topman Sue Rice - Wales Coastal Path Tara Brown - Laugharne Castle, WalesAbout British Airways British Airways has a worldwide route network that covers more than 150 destinations in 75 countries. British Airways has been flying to Hong Kong for over 75 years and currently operates 17 flights a week between London Heathrow and Hong Kong. The airline operates from the state-of-the-art Terminal 5 at London Heathrow, which is exclusive to British Airways' and Iberia Airlines' customers and is capable of handling 30 million customers a year. In May 2012, Terminal 5 was named by Skytrax as the World's Best Airport Terminal based on surveys of 12 million frequent travellers.About VisitBritainVisitBritain is the national tourism agency, responsible for marketing Britain worldwide and developing Britain's visitor economy. A non-departmental public body, funded by the Department for Culture, Media and Sport, we work with partners in the UK and overseas to ensure that Britain is marketed in an inspirational and relevant way around the world. Our partners include government agencies such as UKTI and British Council, airlines and operators, global brands such as Samsung and the English Premier League as well as the official tourism bodies for London, England, Scotland and Wales.Our priority is to deliver a four-year match-funded global marketing programme which will showcase Britain and attract new visitors from the tourism growth markets of Asia and Latin America and to reinvigorate our appeal in core markets such as the USA, France and Germany. This campaign aims to secure an additional 4 million visitors and an extra 2 billion in spend.


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