Extending the reach of the British brand and attracting new audiences can be well achieved by partnering with fashion brands. British made products and British brands have a very strong export image internationally (ranking 5th out of 34 countries by an on-line panel in 2005 –  Nations Brands Index 05). Furthermore, British fashion designers such as Paul Smith, and retail chains such as Top Shop have a huge international appeal.

Ben Sherman
In 2008 we joined forces with Ben Sherman, the leading British clothing brand, on a global marketing initiative - ‘The Great British Getaway’. This was a promotional campaign centred around a prize draw to win the ultimate British Getaway and live the life of a Rock Icon. A dedicated microsite was created and the competition was promoted in 10 countries. The promotional value of this partnership was worth over £1 million.

“Ben Sherman is a global brand and chose VisitBritain as a partner because of its fantastic global reach. The campaign prize draw is inspired by a quintessential rock’n’roll British lifestyle and therefore it makes perfect sense for us to join forces and together promote Britain, the home of Ben Sherman, as the hip and cutting edge island it is.”
Carlos Singh, head of global marketing at Ben Sherman

View our Ben Sherman promotional film (www.visitbritain.tv/player.php?v=3c3TpJWlnIrV0MismJqkjdfUyNbSz8XS283e1aHizMXhysyV2snQ2cfX29zjpMbU1YTiz8nh1MXd).