VisitBritain has announced the appointment of Laurence Bresh, to the role of Regional Director, Europe. Formally general manager for England marketing at VisitBritain, Bresh will now head operations in the organisation’s presence in 18 counties throughout Europe.
Laurence Bresh said: “I’m absolutely delighted to have been offered this role. Our European region still accounts for half of the incremental spend VisitBritain delivers for the UK. There are some exciting prospects ahead for inbound tourism in both mature and emerging markets and I look forward to working closely with our excellent European team, as well as the industry and the tourist boards across Britain”.
As an integral part of founding the in-house domestic marketing function at VisitBritain, Enjoy England, Bresh led the 20-strong team responsible for the marketing of England to the British and also within near-European markets. His work included developing ground breaking domestic campaigns such as England Rocks! and Storybook England worth over £8 million via all aspects of marketing from TV, radio and outdoor advertising through to online and digital marketing. In addition, last year Bresh took over responsibility for VisitBritain’s tourist information strategy (including the Official Tourism Information Partners programme) and the development of the official web site for English tourism - enjoyEngland.com.
VisitBritain Chief executive Tom Wright said: “I am delighted to announce Laurence’s appointment. Laurence has a great track record in developing our England proposition and I know he will make a major contribution to the achievements of our overseas network going forward, working with all our Strategic Partners.”
Laurence has worked in senior communications and marketing roles for the last 15 years, including Safeway Stores plc and the then British Tourist Authority in the role of head of campaigns and leading digital media agency Epic Group plc.