Hunt and Penrose announce £4m for destination marketing

The Department for Culture, Media and Sport (DCMS) has announced new funding for VisitEngland alongside the other devolved National Tourist Boards of VisitWales, VisitScotland and the Northern Ireland Tourist Board.

DCMS has released £4m of extra funding to underpin a national campaign to encourage more people to holiday at home during 2012 and ensure the tourism industry benefits from the events and related publicity around the Diamond Jubilee and Olympics.

“We are producing a destination marketing campaign to encourage the UK population to take pride in their country and take a holiday at home in 2012,” runs a statement jointly signed by Secretary of State for Culture Jeremy Hunt and Minister for Tourism John Penrose.

“We want to deliver an unprecedented range of offers to the customer. There is no cost to industry to participate, we simply ask you to provide a strong offer and join together under a single message of ‘GREAT offers for 2012’,” the statement continues.

“We have already had a very positive response from hotels, B&B’s, restaurants, attractions and other sectors of the industry wanting to celebrate this special year with offers of 20.12 per cent or better. Partners who have confirmed so far include De Vere, Travelodge, Millennium Copthorne Hotels, Best Western, Classic British Hotels, Hoseasons Group, Bourne Leisure, Superbreak, Shearings Holidays, Golden Tours, The Coach Tourism Council and The Eden Project.”

The ministers say the offers should drive demand under a single proposition and deliver a long-term benefit starting in 2012.

The UK domestic campaign in turn links to the international ‘GREAT Britain’ marketing being delivered by VisitBritain overseas.

A TV advertising campaign will air in March and April. Offers can be uploaded at:

Five MPs including the Chair of the All Party Parliamentary Group for Events, Nick de Bois; Bob Blackman MP (HarrowEast); Bob Stewart MP (Beckenham); Steve Brine MP (Winchester and Chandlers Ford); and Tom Greatrex MP (Rutherglen and Hamilton West) will meet with meetings industry leaders including Lady Cobham (VisitEngland) 2 February for a dinner co-chaired by Nick de Bois MP and the Chair of the Business Visits and Events Partnership, Michael Hirst. The intention is to create closer partnership between government and industry and increase the UK event industry’s international competitiveness.

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Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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