VisitBritain campaign to target affluent visitors

VisitBritain says the number of people with more than $1m in disposable funds grew by around 17% in 2009 to hit ten million. With Asia seeing particularly sharp rises in the number of dollar millionaires, that is where the campaign will be focused, with launches planned in China, India, Singapore and the UAE.

The campaign is being jointly funded and run by airline Emirates, and will promote luxury experiences in Britain. It will encompass press and online advertising, email marketing and a microsite with the strapline ‘Britain: A Tradition of Luxury’.

VisitBritain marketing director Laurence Bresh said: “Britain is already regarded by many of the international jet-set as the original home of luxury thanks to our traditions and history of service."