NEW YORK -- The British Tourist Authority launched its first-ever
public-private, joint tourism promotion development effort with the
British government, which agreed to match up to $28 million raised
from the private sector for multimedia campaigns to begin in late
April in North America and Europe.
The as-yet-unnamed campaign may supercede the BTA's current
'UKOK' promotion, which was launched in the U.S. in January.
The BTA already has secured some $7 million in pledges from 30
companies, including hotel chains Hilton and Thistle, and airlines
BMI British Midland and British Airways, said BTA chief executive
Jeff Hamblin, adding that U.S.-based suppliers were welcome to
With the government match, the promotion has $14 million
available to begin development of a series of television, Internet,
radio, billboard, print and direct-mail advertisements; the
campaign eventually could total $56 million or more.
Half of all funds raised will be spent on marketing in the U.S.
and Canada, reflecting the North American share of inbound tourist
arrivals in Britain, said British tourism minister Kim Howells.
Look for further details on the program in a future issue of