Patricia Yates Director of Strategy and Communications

Role and Remit:

Who are we? Britains national tourism agency, responsible for marketing Britain worldwide and developing Britains visitor economy Press and PR team in London 24 overseas offices in 21 Markets.

GREAT Britain Youre Invited

Across the 4 years will deliver: 100 million public-private marketing fund, which will be used to generate... 1 billion in PR, which will attract... 4 million extra visitors, spending an additional... 2 billion.

Additional funding for heavyweight GREAT Image Campaign 17 key cities population 137 million Press, posters, TV, radio, digital, cinema, PR, Partnership activity, celebrity activity Spectaculars in Rio, New York &Delhi

Developing Contacts with International Media

VisitBritain distributes information to thousands of journalists around the world and helping to bring hundreds of writers, photographers and TV crews to Britain. Press Briefings in Market Round Tables International Press Trips Using our network of 22 overseas offices

Selling a Story
VisitBritain Media Centre Britain Calling

Selling a Story: Social Media

Twitter @VisitBritainbiz

LinkedIn

Visiting Journalists
Visiting Journalists Programme
Welcomed 856 overseas media to Britain 2010/2011 to film and write about the destination, events and products. VIP Journalist Programme

March 2012 30 Journalists from across Britains key markets Expected to generate editorial coverage in excess of 1 million AVE.

The Royal Wedding

Visits to the VisitBritain media centre and Royal Britain section doubled Twitter and Superblog reached more than 2 million in 48 hours

LoveUK content viewed 1.3 million

Museums and Galleries

Published research on the international appeal of Britains culture and heritage 7.7 million international visitors visited a museum and 4.2 million an art gallery, generating 1 billion.
Museums Market France USA Germany Spain Italy Netherlands Australia Irish Republic Belgium Canada Visits 959,110 955,882 788,374 577,639 416,213 384,106 319,001 230,783 213,153 209,383 Art Galleries Market USA France Germany Spain Italy Australia Netherlands Poland Canada Irish Republic Visits 568,826 471,836 350,228 347,469 277,487 217,354 171,744 136,406 134,999 120,998

Patricia Yates Director Strategy and Communications Patricia.Yates@visitbritain.org 020 7578 1140