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BTA on a quest to boost British tourism
Thursday, August 30, 2001
With the aim to promote Britain as a prime destination spot as well as boost tourism, the British Tourist Authority (BTA<.>) last week said it signed a two-year partnership deal with the UK Football Association (FA) Premier League and Barclay card offering BTA the opportunity to deliver key tourism messages. According to announcement, this would take effect via a wide range of promotional opportunities that include overseas television broadcasts of FA Barclaycard Premiership matches to a potential global audience of 160 million per week in over142 countries, which will be used to draw potential visitors to BTA's website,http://www.visitbritain.com. BTA's officials maitnain that the initiative would use the international profile and appeal of Premier League football to raise awareness of Britain on a world wide scale. The same officials also estimate that pitch-side advertising, the combined use of logos and backdrops and the chance to broadcast a Visit Britain web site which would on its part address.
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