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The agency scooped the business, part of a £40 million rescue package designed to revive the ailing British tourism industry, after a final shoot-out against Abbott Mead Vickers BBDO.

The two agencies' work went in to research after Ogilvy & Mather was knocked out of the pitch, which was co-ordinated by COI Communications.

Claydon Heeley Jones Mason picks up the estimated £15 million below-the-line task.

The initiative was recently unveiled by the culture secretary, Tessa Jowell, after Britain suffered a £2 billion drop in UK tourism revenue following the double blow of foot-and-mouth disease and the post-11 September collapse in international tourism and air travel.

BMP will produce a campaign to run between April and September in key markets including the US, which accounts for 60 per cent of visitors to the UK.

The campaign will be jointly managed by the British Tourist Authority and a partnership of companies most affected by the slowdown in tourist trade, including British Airways, the BAA, Hilton Group and American Express.

AMV won the domestic £5 million BTA business in December. The agency produced the "UK OK

campaign, which launched last month and featured an array of quintessentially British images to attract visitors to Britain.