NEW YORK -- British tourist authorities brought out a big political
gun to help launch an upcoming recovery campaign to spur visits
from the U.S.
The U.K.'s tourism minister, Kim Howells, arrived in New York
for a six-day U.S. tour aimed at paving the way for a $2 million
media blitz by VisitBritain, formerly known as the British Tourist
The "Bounce Back" campaign, set to begin June 2, features
30-second TV spots in New York, Chicago and Los Angeles; print ads
in Sunday newspapers in 10 major markets; and direct mailings to
Partners in the VisitBritain effort include Whitebread/Marriott
Hotels, British Airways, American Airlines, and Radisson Edwardian
Howells said VisitBritain hopes to attract 60,000 additional
U.S. visitors to the U.K. this year as a result of the campaign;
U.S. arrivals to Britain were down 12% in March.