BTA tourism campaign aims for 1M visitors

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.

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