English Tourism Council
We were asked by the English Tourism Council to write the major report on Marketing England, which went to the DCMS and the Treasury.
This report helped to make the case for a central marketing and press operation to support domestic tourism in this country, and to provide a concerted response from the tourism industry to national and international disasters. Stephen Browning Associates also advised the English Tourism Council on the marketing strategy for the 2002/3 ‘Welcome to Britain’ campaign, which was part of a £40m promotional initiative to boost tourism from overseas. The strategy included a number of innovations in tourism marketing, including the first time that passports had been slipped with bookmarks to greet visitors on arrival, and a groundbreaking SMS campaign welcoming half a million visitors in their own language as soon as they arrived in this country.