New brand identity planned for Britain

VisitBritain has appointed boutique creative agency, Team Saatchi, under a new brief to review Britain’s brand identity internationally. Following a five-way pitch, the appointment is a key element of work to consolidate Britain’s position as a world-leading destination.

Team Saatchi will help VisitBritain develop a new approach in light of the opportunities presented by the London 2012 Olympic Games and Paralympic Games and realise the potential £2 billion tourism benefit for the whole of the UK. The first stage is a strategic review of the Britain brand, which will be undertaken with the expert input of partners from the national tourist boards and industry from the public and private sectors.

The review will result in a clear brand identity and creative proposition that, in the increasingly competitive global tourism environment, VisitBritain and its partners in the UK and overseas can use to celebrate and raise anticipation for the 2012 Games.

Under the second stage of the brief, Team Saatchi will help VisitBritain develop a toolkit for the industry. The new brand can be used in international marketing activity, and will be launched by the end of the year.

Seren Welch, VisitBritain’s head of brands and brand partnerships, says: “Perceptions of Britain as a destination are already strong, but we must raise the stakes to maintain our position as the world’s number one country brand.

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“As we approach the Games we have the once-in-a-lifetime opportunity to create a lasting legacy for Britain’s £85 billion visitor economy. It’s time to evolve perceptions of our country among the world’s travellers. It’s time to express what makes Britain Great. It’s time for a new brand that portrays the passion, energy and creativity of Britain today. And it’s a chance for our partners in the industry to join us to get people to fall in love with a country that is bolder, more confident and more inclusive than ever before.”

Sophie Hooper, MD of Team Saatchi, says: “This is a fantastic opportunity to help the biggest brand in the country become a global Lovemark. Countries are increasingly using sophisticated branding and marketing techniques to position themselves to best advantage on the world stage, and Britain needs to use all its assets to stay ahead of the field. We will be exploring the best of Britain’s past, present and future to forge powerful, emotional bonds with potential visitors everywhere.”

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