Alan Brigham, a road sweeper from Cambridge, is set to feature in a new advertising campaign from British Airways and VisitBritain, in which residents of the country explain why they love it and what their favourite places are to visit. The campaign will target visitors from countries like Japan and Canada. There were around 4.5m tourists visiting Britain from countries like this in 2011 and these visitors spent around £3.9bn, which gave the UK economy a real boost. It is hoped that the campaign will boost these numbers further.
The chief executive officer of VisitBritain, Sandie Dawe, spoke about the thinking behind the new campaign, saying:
“This summer, billions of people all around the world watched Britain stage an amazing party, now it’s their chance to experience it for themselves. The friendly welcome that they saw on their TV screens is here to stay, and as well as taking in the delights of London, Britain offers visitors three whole countries to explore on one spectacular island.”
The campaign features both television and press advertisements. Many tourism campaigns also utilise printing promotional material to encourage visitors, such as leaflets produced using flyer printing.
Cambridge man Alan will feature alongside people from all walks of life around Britain, including Patrick Grant, a tailor on Savile Row and Merlita Bryan, who is the Sherriff of Nottingham.