VisitBritain: Govt would be "mad" to cease funding

VisitBritain: Govt would be "mad" to cease funding
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The UK Government would be “mad” not to stump up cash for the continuation of the country's Great brand campaign, VisitBritain’s marketing chief has said.

Money for the high profile crusade dries up at the end of 2014 with negotiations underway to secure funding beyond then.

VisitBritain marketing director Joss Croft said the agency has been able to demonstrate the success of the campaign. But only by continuing with the messaging will it truly be able to reap the benefits.

“In itself a tourism marketing campaign can only have so much of an effect but that effect builds over a period of time,” he told Travel Today. “So we are making a very strong case to the government that, to a certain degree, they would be mad to cease the funding given the success the campaign is delivering.

“There is a business case being put forward to central government for the campaign to be over a much longer period, potentially even 10 years.

“Part of its success relies on consistency and being able to deliver this kind of brand message over a long period of time.”

Sydney and Melbourne were two of 14 cities to feature in the first phase of the initial $25 million, two-year Great campaign. But only six countries will see it repeated in 2013/14 as funding reduces.

While Australia is not among them, Croft said the campaign could return Down Under should sufficient funding be forthcoming beyond 2014.

VisitBritain overseas network director Keith Beecham said there were compelling reasons for the government to continue its funding.

“The signs are that people are more aware of Britain as a place and every destination campaign worth its salt has longevity. Some go on for decades,” he said. “So our aim at VisitBritain is to continue this into the long term. We have an ambition for 2020 and would hope that something like Great can continue engaging with our audiences through this period.”

The danger for VisitBritain will come as the Olympics begins to fade from the memories of politicians and the UK treasury.

But Beecham said the 2020 strategy, released in May, will be a constant reminder of the economic potential of tourism.

Croft stressed that with competition intensifying it was more important than ever to maintain a marketing presence, particularly in emerging markets.

“It’s easy to take a very British view and think people know and understands Britain but increasingly that’s less of the case,” he said. “We need to work harder than ever. If you are in an emerging country there is so much competition and we need to put Britain on the menu of destinations that people want to travel to.”

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