UK seeks visitors

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The New York Subway, Paris Metro, and 100 taxis across Delhi will be draped with the Union flag and a series of GREAT images as part of a huge drive to encourage more international visitors to the UK.

Culture Secretary Jeremy Hunt launched Britains biggest ever tourism campaign, which will be rolled out in New York from mid–February onwards. It will see the inside and outside of a New York subway train wrapped in the GREAT branding, and adverts blitzed across key transit hubs including Grand Central and Stamford stations. VisitBritains GREAT campaign aims to attract an extra 4. 6m extra visitors to the UK over the next four years, securing an additional £2. 3bn in visitor spend. The campaign will target nine countries worldwide, with adverts appearing in 14 key cities around the world: Beijing, Berlin, Los Angeles, Melbourne, Mumbai, New Delhi, New York, Paris, Rio de Janeiro, Sao Paulo, Shanghai, Sydney, Tokyo, and Toronto. Around 70 per cent of the population in each of the target cities will see the advertising on billboards, TV, or in the cinema. The UK Secretary of State for Culture, Olympics, Media and Sport Jeremy Hunt said: We are taking the fight for the tourist pound right to our competitors doorsteps, with a sales assault on the 14 biggest and most lucrative tourism markets around the world. Right across the world, there will be no escape from the message that Britain is great. " VisitBritains chief executive, Sandie Dawe said: This campaign will allow us to promote Britain in 14 of the key global economic powerhouse cities where our adverts will be seen by over two–thirds of our target audience. That means nearly 90m people will be focusing on all that is GREAT about coming here for their next holiday. The eye–catching images reflect Britains tourism appeal, featuring our rich history and culture, our spectacular countryside and coastline, our thriving music scene and our wonderful shopping, which our research tells us are the main draws for overseas visitors. We have long recognised that 2012 will present us with a once–in–a–lifetime opportunity to build a solid tourism legacy, one that will help us to grow a sector which already contributes over £17bn in foreign exchange to the UK economy each year and has potential to do so much more. The more overseas visitors we can entice to visit Britain as a result of this campaign the more jobs the industry can sustain right across the country. The international reach of the campaign will be strengthened by the announcement today of a global partnership between VisitBritain and Yahoo!, one of the worlds most visited homepages. This aims to drive over five million views of VisitBritain content on the Yahoo!network and help drive 3. 5m visits to VisitBritains own online platforms. Rich Riley, senior vice president & managing director, Yahoo!EMEA said: We are really excited to have been chosen as VisitBritains digital display partner. This will be their largest ever online campaign and Yahoo!has a strong track record of delivering original global media campaigns with seamless digital content and advertising. Our campaign for VisitBritain will be as individual as those consumers who interact with it – helping demonstrate why we all think Britain is so great. VisitBritain has partnered with us so that they can potentially engage with our 400m Yahoo!users across Germany, France, India, China, Australia, Japan, Brazil, USA and Canada. 2012 is the year to visit Britain and were about to show people why.

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