LONDON Hard hit by foot-and-mouth disease and the downturn of the U.S. economy, Britains tourism industry is poised to launch a new advertising campaign this summer geared towards North American tourists.
The $700,000 advertising push, slated to begin in six top metro U.S. newspapers on June 3, comes as large hotel groups and airlines step up their own promotions and discounts aimed at North American customers.
As part of the campaign, some airlines are offering discounted fares to the United Kingdom.
Overall, the British Tourist Authority was granted around $17 million to promote tourism. Much of that is expected to be spent in the U.S., which is the largest contributor of tourists to the U.K.
In addition, representatives from the Hilton Group are heading to New York in early June on a promotional launch of their own, a company spokesman confirmed. Hilton plans to meet with tour operators, among others, to attract more business to the U.K. (5/29/01)SOURCE: CBS.MarketWatch.com