British Tourist Authority’s £35 million global marketing and communications business is up for grabs, BTA confirmed last week.
Currently, the government-funded body has no global agency network and has used a variety of shops across its markets, as well as marketing partnerships with airlines and local tourist boards. Long-serving agency Ogilvy & Mather, which has undertaken ad hoc work for BTA over a period of some fifteen years, still handles a slice of its international business.
BTA global marketing services director, Keith Beecham, confirmed that a review is under way, although a final pitchlist has yet to be agreed: "We're looking to balance the merits of local market knowledge with the benefits of a global approach," he said.
The Authority was recently charged with promoting the UK as an international sports destination, and plans a customised marketing campaign for each of twenty countries.
News Source: CampaignLive (UK)