Reaching International Media
Attracting future business from the light shone on venues for the Olympic Torch Relay and London 2012 Festival will be significantly easier if the media opportunity is fully grasped. This is among VisitBritain’s highest priorities for the Games, and it will be working closely with businesses, the national tourist boards and destinations to optimise this.
Last year VisitBritain’s PR network delivered over 23,600 pieces of international media coverage, generating a colossal 16.9 billion opportunities to view. In hard financial terms the equivalent advertising cost of £845 million was achieved for a spend of only £1.25 million. As we enter 2012, the media focus on the UK will intensify, as will VisitBritain’s response to this amazing opportunity to promote British tourism.
Your business can play your part in this and to help you understand the opportunities available, VisitBritain’s press office has produced a guide to Reaching International Media that covers all areas of activity – the online media centre, spokespeople and characters, events list for 2012, our broadcasters guide for the Games and ongoing visiting journalists programme, to name but a few.