What do Harry Potter, the Beatles and James Bond have in common?
Visit Britain says it is "keeping its powder dry", ready to launch a huge promotional campaign after the end of the London Olympics and Paralympics.
The campaign will be launched to maintain the exposure generated by an anticipated four billion people watching the Olympic Games and Diamond Jubilee celebrations this year.
It will be about ‘ closing the sale’, said Visit Britain’s director of overseas networks, Keith Beecham
Funding the campaign is a UKP400 million public-private alliance backed by companies such as British Airways, EasyJet, American Express, the Premier League, Wimbledon Lawn Tennis and Radisson Edwardian hotels.
Visit Britain is working its post-Olympics marketing effort around the themes of food and drink, sport, heritage, film, shopping and outdoor.
Among some 25 signature events and product launching this year is the opening of the Warner Bros studio tour (home of the Harry Potter films), the 1,400 km coastal path walk in Wales, the Titanic Belfast exhibition and the July opening of the national football museum in Manchester.
Visitors to the UK from Australia topped one million for the first time in 2011. More tellingly, Visit Britain said Australians on average spent twice as much as visitors from other destinations during their UK stay.
Another milestone to be celebrated will be the 50th anniversary of the first Beatles song, Love Me Do, and the 50th anniversary of the first James Bond film, Dr No.
By Ian Jarrett
Ian Jarrett
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