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The win follows a pitch against a number of unnamed agencies. The joint team will now produce press, online and direct marketing campaigns to promote Britain as an ideal short-break destination within European countries.

The first fruits of the appointment will come in the autumn when the two Euro RSCG agencies will launch a price-led tactical through-the-line campaign that will run until spring 2004. VisitBritain is hoping this initiative will generate additional inbound tourism revenue of approximately £100 million.

The appointment follows the British Tourist Authority's decision last month to hand WCRS the task of promoting England to British consumers in a bid to limit the damage it expected the war in Iraq to cause to the domestic tourism industry.

VisitBritain was created earlier this year following a merger between the BTA and English Tourism Council. Before the merger, the BTA ran an Abbott Mead Vickers BBDO-produced campaign entitled UKOK, aimed at promoting Britain to seven foreign markets including the US, Canada, France and the Republic of Ireland.

Euro RSCG Circle has worked with the BTA for the past seven years.

Euro RSCG's board director, Paul Uhart, said: "We believe there is huge potential to convince European audiences of the merits of Britain's vibrant city culture."