'Events are Great' campaign launched

Britain for Events and VisitBritain, alongside the government, have joined forces in order to promote the British events industry with a new advert, reports eventmagazine.co.uk.

The partnership, announced at the IMEX meetings convention in Frankfurt, is calling for the new ‘Events are Great’ adverts to be displayed in event venues, museums and other areas in order to highlight how important the industry is to Britain.

The ‘Events are Great’ campaign moves in line with other campaigns led by VisitBritain, including ‘Countryside is Great’ and ‘Heritage is Great’. Overall, Britain for Events will help distribute the events campaign to an international business audience.

Michael Hirst, chair of the Business Visits and Events Partnership and spokesperson for Britain for Events, explained how the campaign could celebrate the events industry through the promotion of Britain’s rich sporting heritage, unique venues – and more.

He stated, cited by conference-news.co.uk: “The campaign is already being used in airports, museums and attractions, so there is no reason why our venues cannot further widen the campaigns distribution.

“This is a massive opportunity to raise awareness of events as a key driver in the tourism economy. We’re encouraging organisers, venues and destinations to use the creative to target as many international visitors to the UK as possible,” he added.