NEW YORK -- The British Tourist Authority here revealed more
details of the public-private joint tourism promotion it launched
in February, unveiling "Only in Britain, Only in 2002" as the new
catch-phrase of the multimedia campaign, which could total $56
million and aims to attract 1 million more foreign visitors to the
Sceptred Isle this year.
The British government has pledged to match up to $28 million of
funds raised from private sources; to date, the BTA has secured $7
million in cash and some $21 million in "collateral marketing"
pledges from industry partners.
According to the BTA, a "quintessentially British" television
campaign, backed up by print advertisements and direct mail, will
promote visitor discounts from partner companies, such as discounts
on cross-Channel ferry trips, car rentals, and hotel stays.