Britain for Events joins GREAT Britain campaign

Listen to this article

A creative campaign that promotes GREAT Events in Britain has been added to VisitBritain and No.10’s GREAT Britain promotional programme. Britain for Events, which is being spearheaded by Nick de Bois MP, chair of the All Party Parliamentary Group for Events, and Kevin Murphy, CEO, ExCeL, has joined forces with the GREAT Britain campaign for 2012-13 in a bid to escalate industry’s reach.

The partnership between the two campaigns was agreed following a meeting at No.10 where it was proposed that a specific advert focusing on UK events would be added to the existing campaign creatives, which include; Music is GREAT, Countryside is GREAT, Heritage is GREAT and Innovation is GREAT.

No.10 developed the advert around Events are GREAT with Britain for Events aiding the distribution of the creative to an international business audience.

“We discussed how celebrating the British events industry represents a chance to promote our creativity, knowledge economy, sporting heritage, unique venues and architecture, as well as individual destinations within the UK,” comments Michael Hirst, chair, Business Visits and Events Partnership. “The campaign is already being used in airports, museums and attractions, so there is no reason why our venues cannot further widen the campaign’s distribution.

“This is a massive opportunity to raise awareness of events as a key driver in the tourism economy,” continues Hirst. “We’re encouraging organisers, venues and destinations to use the creative to target as many international visitors to the UK as possible.”