COI Communications, the administrative interface between the British government and its roster of advertising and marketing agencies, has shortlisted three creative shops for a £40 million ($56.7m; €65.6m) TV-led international campaign designed to tempt back tourists to Albion.
Continuing the AMV-developed ‘UKOK’ theme, the drive targets the millions of overseas tourists lost by the combined effects of September 11 and the government’s bungled handling of last year’s animal disease crisis.
The Department for Culture, Media and Sport will fund half the campaign with the remaining £20m contributed by tourism-oriented businesses such as British Airways and P&O.
The review will be jointly managed by state body the British Tourism Authority alongside the COI. Agency presentations will begin in March. Says culture, media and sport secretary Tessa Jowell: “This is a real chance to help British tourism recover from the body blows of foot and mouth, and the aftermath of September 11.”
Data sourced from: BrandRepublic (UK); additional content by WARC staff