BRITISH TOURIST AUTHORITY BEGINS CANADIAN CAMPAIGN
By Adnews Staff
A global marketing campaign by the British Tourist Authority has begun in Canada. The goal of the "Only in Britain. Only in 2002" initiative is to attract one million extra visitors to the United Kingdom this year. In addition to Canada, the campaign is aimed at prospective visitors in the United States, Germany, France, Ireland, Belgium and The Netherlands. Print advertising is already running in The Toronto Star and Vancouver Sun. This will be followed by a television commercial which will break on Monday. This is the first time television advertising has been used by the British tourist industry in Canada. The 45-second spot was created by BMP DDB of London. It will air on CBC Newsworld, Sportsnet, the History Channel, Discovery, NewsNet, the Sports Network as well as on regional stations in Ontario and British Columbia. The ad includes footage of United Kingdom locations including Trafalgar Square, Buckingham Palace, Castle Howard in Yorkshire, Careg Cennan Castle in South Wales and the Isle of Skye. According to the tourist authority, the campaign is intended to depict real people extending an invitation to viewers to visit Britain. The advertising will be followed by a direct mail campaign later this summer. Public relations are being handled by Toronto-based Ketchum.