LONDON, April 2—Ketchum has been selected by the British Tourist Authority to handle an international public relations campaign designed to lure tourists back to Britain.
The campaign, believed to be worth seven figures, will attempt to attract an additional one million tourist to Britain. The tourist industry has been hard hit by a series of problems: first mad cow disease, then foot and mouth disease, and then the September 11 attacks, which had a devastating impact on air travel.
Ketchum will work in partnership with Omnicom sister agency BMP DDB and will focus on seven international marketing, including the United States, Canada, Belgium, France, the Netherlands, Ireland and Germany.
Also competing for the account were AMV/Freud Communications and Ogilvy and Mather.
Ketchum deputy chief executive Richard Aldwinckle, who led the pitch, said: “This is obviously an extremely challenging and prestigious win for us and we are looking forward to working with our international offices and with BMP DDB to persuade people in North America and in Europe that this year, Jubilee year, is the year to visit Britain.”