NEW YORK -- The British Tourist Authority unveiled here and in
London Jan. 23 a new ad campaign, using the banner "UKOK," designed
to help overcome the devastating effects on British tourism last
year of hoof-and-mouth disease and the Sept. 11 terrorist attacks.
The $7.5 million campaign, targeting the country's most
promising overseas markets, includes an allocation of $1.6 million
for the U.S. The funds will be spent between February and June on
trade and consumer advertising, in print and radio media.
The ads are meant to drive consumers to the Web, at www.travelbritain.org/ukok, where BTA spokesmen said
consumers will see about 1,500 special offers (either special due
to low prices or the uniqueness of the promised experiences). They
said some of these offers are unlikely to ever be available
The BTA expects -- and wants -- the "UKOK" theme and logo to be
used widely by any company selling travel to Britain. It said
British Airways will use the theme and promote the TravelBritain
Web site, too.
British Airways also joined the ranks of firms with specials by
offering a $100 reduction on the cost of BA Holidays tours priced
at $500 or more per person and booked by Feb. 22.
The BTA will advertise in seven countries: Canada, Belgium,
France, Germany, Ireland, the Netherlands and the U.S.