17th May 2012
Britain for Events has joined forces with the GREAT Britain campaign, run by VisitBritain and No.10, for its 2012-13 campaign. The partnership was underlined at IMEX today with the unveiling of a new creative that promotes GREAT Events in Britain.
The new creative was revealed during the IMEX Politicians Forum on the first day of the show by Nick de Bois MP and Chair of the All Party Parliamentary Group for Events and Kevin Murphy, CEO of ExCeL London and spokesperson for the Britain for Events campaign.
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 of the Business Visits & Events Partnership and spokesperson for Britain for Events. "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."