COI Communications roster agencies Abbott Mead Vickers BBDO, Ogilvy & Mather and BMP DDB have all been asked to pitch for the work, which is set to launch in April. Markets to be targeted by the campaign include the US, Canada, France, German, Belgium, the Netherlands and Ireland.
The new campaign will build on the UKOK theme introduced in a £5m print-based campaign in January, created by AMV.
The Department for Culture, Media and Sport says it wants to attract 1m extra tourists to Britain this year. It plans to give up to £20m for the initiative, which it hopes will be matched by private industry, including partners such as P&O and British Airways.
The campaign will focus on Britain's heritage, countryside and cities. It will be jointly managed by the British Tourism Authority and partners from the tourism industry, with someone from the COI also sitting in on the pitch. Ideas are due to be heard in mid-March.
Tessa Jowell, culture secretary, said: "This is a real chance to help British tourism recover from the body blows of foot and mouth, and the aftermath of September 11th."
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