COUNTRYSIDE IS
SOmE Of ThE wORlD’S mOST INSpIRINg laNDSCapES
Glenfinnan Viaduct Scotland
CREATIVITY IS
FROM ART TO ARCHITECTURE; FILM TO FASHION, BRITISH TALENT LEADS THE WORLD
Wallace and Gromit © Aardman Animations Limited 2011
HERITAGE IS
THREE OF THE TOP FIVE MUSEUMS AND GALLERIES IN THE WORLD
Portrait of Henry VIII, 1540 By Hans the Younger Holbein
Sandie Dawe is leading the campaign to showcase what's great about Great Britain
"SO WE WANT TO SHOW, THROUGH THE FILMS AND IMAGES THAT WE HAVE, THE NATURAL BEAUTY OF BRITAIN AND HOW ACCESSIBLE IT IS"
has joined forces with a number of pri- vate sector partners, including Hilton, BA and Easyjet, to run the GREAT cam- paign, which is worth £100m over four years. The government gave this a fur- ther boost in November, by pledging an extra £27m. The expectation is that this will bring an extra 4.6 million visi- tors, add £2.3bn to the economy and create 60,000 new jobs. Under the GREAT banner, there are four strands: the outdoors, culture, shopping and heritage. With adverts in cinemas from Paris to India, on the New York subway and in Chinese mag- azines, it aims to give 72 per cent of the target audience many opportuni- ties to see the campaign. Germany, Japan, Canada, Australia, Russia and Brazil are also high on the hit list.
ISSUE 1 2012 © cybertrek 2011
One of the aims of the GREAT cam- paign is to change perceptions about Britain. For example, although it scores highly on heritage and culture – with programmes like ITV's Downton Abbey underlining this and boost- ing stately home visits – we're not seen as a naturally beautiful country. “It’s just a perception thing, because Scotland is regarded as beautiful, but Britain isn’t,” says Dawe. “So, we want to show, through the fi lms and images we have, the natural beauty of Britain and how accessible it is. The highlands of Scotland are only an hour’s fl ight from London, and Wales is only a couple of hours on the train.” The other perception which
VisitBritain is keen to change is that Britain is not seen as a particularly
SPORT IS
THE MOST POPULAR FOOTBALL LEAGUE IN THE WORLD
Manchester City versus Fulham Craven Cottage, London
friendly destination. “While we’ve got up to four billion people watching on television, we have the opportunity to change that image. We need to ensure the welcome, service and friendli- ness shine through,” says Dawe. “It’s important to get this message across to people, because it’s the word of mouth which will go around the world.”
GREATER PROFILE Following its tourism strategy, pro- duced in March, the government has set some targets for growing inbound and domestic tourism and is keen to see the tourism industry become more profi table and productive. Dawe wel- comes the profi le the government is giving the industry and the recognition of the fact that a cross departmen-
Read Leisure Management online
leisuremanagement.co.uk/digital 29
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