BRITISH TOURIST AUTHORITY TAPS GCI FOR GLOBAL PR CAMPAIGN
By Adnews Staff
Faced with the need to revitalizing tourism to Britain following the recent foot-and-mouth disease outbreak, the British Tourist Authority has handed its global public relations account to GCI Group. The agency won the business following a pitch. Work on the account will be led by the firm's London office. GCI will work with the BTA's in-house PR staff and its overseas offices to promote the UK as a safe and desirable tourist destination. The campaign's initial focus will be on ten markets including Canada, the U.S., Germany, Australia and New Zealand. The BTA expects a decline in inbound tourisim spending of between $2.2 billion and $3.6 billion this year as a result of the outbreak.
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