The British Tourist Authority(BTA), has hired Boyle as international marketing director with a brief to "define, develop and lead" its global brand marketing strategy.
Joining in mid-March, he will report to BTA chief executive Tom Wright. Previous marketing chief Keith Beecham left last June to become a BTA director in Hong Kong.
Boyle will work closely with consultancy Corporate Edge, appointed by the BTA this week to develop brand identities for Britain; its sub-brands England, Scotland and Wales; and individual regions and cities.
Before joining Premium TV Boyle was global marketing manager for British Airways.
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