We're OK, UKOK: BTA sets new tourism push

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 again.

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.

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