Our 3-year global marketing strategy builds on the strong regional strategies that have been implemented in recent years and fully integrates our marketing strategy for the 2012 Games. Our focus is on large, consistent campaigns, putting us in a strong position for strategic alliances with carrier partners, ensuring public funds leverage matching commercial support. Our global campaigns centre around 5 core themes: dynamic, classic, luxury, generation Y, gay and lesbian.

We aim to be at the forefront of tourist board marketing, adapting to fast-changing consumer purchasing habits - from using social media to create advocates for the Britain brand to ensuring we use mobile and new mobile technology to create a dialogue with our customers.

We will ensure that when the customer does use our key communication channels – our award-winning suite of websites (www.visitbritain.com) and eCRM programme – the content is flexible and tailored to their individual needs. Also key is ensuring that the customer has access to our content at the places where they are making destination decisions such as major portals, travel sites and blogs.

Underpinning any direct advertising to customers, we take full advantage of the much wider reach of our main intermediaries: the media, the travel industry and brand partners, providing them with all the information, tools and content that they need in order to persuade consumers to choose Britain as their next travel destination.

Find out more about our marketing plans for the next 3 years by downloading our marketing strategy.