Britain for Events is calling for the advert to be displayed in venues, after it partnered with the Great Britain campaign run by VisitBritain and No.10, for 2012 and 2013.
The partnership was announced at IMEX meetings exhibition in Frankfurt yesterday (22 May) where the new advert, ‘Events are Great’ was unveiled by Nick de Bois MP, chair of the All Party Parliamentary Group for Events and Kevin Murphy, chief executive of Excel London.
Britain for Events will help to distribute it to an international business audience.
The partnership was agreed following a meeting at No.10 where an advert specifically focusing on UK events was proposed, to add to existing such as ‘Countryside is Great’ and ‘Heritage is Great’.
Michael Hirst, chair of the Business Visits & Events Partnership and spokesperson for Britain for Events, said: "We discussed how celebrating the British events industry represents a chance to promote our creativity, knowledge economy, sporting heritage, unique venues and architecture, as well as individual destinations within the UK. The campaign is already being used in airports, museums and attractions, so there is no reason why our venues cannot further widen the campaign’s distribution.
"This is a massive opportunity to raise awareness of events as a key driver in the tourism economy. We’re encouraging organisers, venues and destinations to use the creative to target as many international visitors to the UK as possible."
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