The Power of Publicity Paul Gauger – Regional Director, PR, Americas

Importance of PR and Media Relations Limited budgets – PR is very cost effective Credible source – not advertising Change perceptions and image of a destination Recruit qualified and trained PR professionals Highly valued by the VisitBritain and its partners

Limited budgets – PR is very cost effective

Credible source – not advertising

Change perceptions and image of a destination

Recruit qualified and trained PR professionals

Highly valued by the VisitBritain and its partners

PR Activities Visiting Journalist Program Group and Individual media Campaign Driven – Luxury, Youth, Gay/Lesbian, Travel and Lifestyle Airlines, Hotels, Attractions - Industry support essential

Visiting Journalist Program

Group and Individual media

Campaign Driven – Luxury, Youth, Gay/Lesbian,

Travel and Lifestyle

Airlines, Hotels, Attractions - Industry support essential

Broadcast Primary objective Huge Audience reach B – Roll Visiting Crews Interviews

Primary objective

Huge Audience reach

B – Roll

Visiting Crews

Interviews

At Sept 2008: 21 States, 33 Cities, 163 Meetings Media Desk-side briefings

Publicity results

Media Room and Newsletter Monthly e-newsletter – Britain Calling www.visitbrtain.com/mediaroom US PR Contacts including industry Press kits and Editorial Features Images

Monthly e-newsletter – Britain Calling

www.visitbrtain.com/mediaroom

US PR Contacts including industry

Press kits and Editorial Features

Images

Film Tourism The star of the film is the location! Key client management with studios and its agencies Theatrical and DVD release promotions Promotions / Sweepstakes Preview Film Screenings for media in advance PR – both for the studios and the destination. Pride and Prejudice, Da Vinci Code, James Bond

The star of the film is the location!

Key client management with studios and its agencies

Theatrical and DVD release promotions

Promotions / Sweepstakes

Preview Film Screenings for media in advance

PR – both for the studios and the destination.

Pride and Prejudice, Da Vinci Code, James Bond

Set-Jetting

Brazil – Dedicated issue

Crisis Management London Bombings – July 7, 2005 Completely took over all other activities Media queries went from 10 a day to 100 Editorial support from travel media was high Reassurance message and open for business

London Bombings – July 7, 2005

Completely took over all other activities

Media queries went from 10 a day to 100

Editorial support from travel media was high

Reassurance message and open for business

Sample Coverage

Power of PR in the Americas - £2 Billion 66% of the VisitBritain global total

66% of the VisitBritain global total

Thank You