VisitBritain, a national tourism agency, has refreshed its ‘Events Are GREAT’ creative to highlight the UK as a destination for international business events.
The new creative aims to showcase the country’s research, global travel connections, infrastructures, venues and incentive experiences. It is also aimed global meeting and incentive planners to help grow its international delegate attendance.
The new brand creative was officially unveiled this week at ‘PCMA Convening Leaders’ in the USA. The attendees were given a first look at the artwork that is driving the campaign.
The new brand creative will also be significant at all business events. This will include VisitBritain’s flagship event MeetGB, which will take place in Wales this April and The Meetings Show in London, which will take place in June.
Kerrin MacPhie, Head of Business Events, VisitBritain, said that the creative is about “celebrating our passion for hosting successful events and promoting what great achievements and successes event planners can create in the UK whether from an association, corporate or incentive perspective.”
MacPhie adds that delegates are “drawn to the UK because of what can be achieved when they meet here, unlocking the country’s knowledge, research, innovation, imagination and entrepreneurial spirit.
“We are looking forward to a very busy year as we work to deliver more business events for the UK. We are identifying key events and engaging with international planners to show them our outstanding destinations, venues and exclusive incentive travel programmes, providing world-class delegate experiences and promoting our universal message of welcome.”