London 2012 logo made by school children. Photo by Flickr user surreynews

London 2012 logo made by school children. Photo by Flickr user surreynews

 

Riding on the success of the London 2012 Olympics and Paralympics, VisitBritain is to launch a new campaign to attract visitors to the UK.

Official figures show a drop in visitors to the UK during the Olympics compared to a normal year. However, according to BAA, this is the ‘Olympic effect’, as UK passengers chose to stay at home to watch the Games, and non-Olympic visitors decided to defer their journeys.

A new advert with the slogan ‘Memories are GREAT’ will be launched by VisitBritain. It will include footage of the opening ceremony, and a print version will run for several months in National Geographic and Time Out magazines. It is hoped that this promotion will extend the good press and image the UK has received worldwide throughout the Games.

In addition, VisitBritain has partnered with STA Travel to promote Britain to the youth market on university campuses. Together with British Airways, £5 million will be invested in the US, Japan, China, and the Middle East to encourage visitors to the UK for Christmas shopping and January sales. BA will also offer discounted flights to help push the campaign.

Laurence Bresh, director of marketing at VisitBritain said: “The main event may be over, but the hard work begins now.

“Britain’s image and reputation around the world is riding high, this next stage of our GREAT campaign aims to convert worldwide interest into increased bookings. We’ve captured the world’s imagination on TV screens over the last few weeks, and now is the time to inspire them to come to Britain.”