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Agencies compete for 25m [pounds sterling] BTA tourist task.(Brief Article)(Statistical Data Included)
The Government is looking to counter the 2 billion [pounds sterling] drop in UK tourism revenue last year with a 40 million [pounds sterling] marketing rescue package to woo back international visitors.
Ogilvy & Mather, Abbott Mead Vickers BBDO and BMP DDB will compete for the advertising business in a pitch being co-ordinated by COI Communications.
Tessa Jowell, the culture secretary, unveiled the push on Monday in a bid to counter dwindling tourist numbers, which fell dramatically last year to 23 million following the foot-and-mouth crisis and fear of travelling following the terrorist attacks on the US. Last year, tourism revenues dropped by 14 per cent to about 11 billion [pounds sterling].
The Government has set aside 25 million [pounds sterling] of the 40 million [pounds sterling] package for advertising. It is a fast turnaround brief with the push running between April and September in key markets including the US, which accounts for 60 per cent of visitors to the UK. ...
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