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Monday, 20 June, 2011, 20 : 00 PM [IST]

VisitBritain teams up with American Express to promote Britain

To set-up online portal UK Inspiration
VisitBritain has formed a partnership with American Express, to jointly market Britain as a tourist destination. According to the company release, the substantial deal between the two parties gives VisitBritain and its partners the ability to reach millions of American Express card members around the world with offers and travel information. VisitBritain and American Express will promote the partnership via joint marketing, public relations, social media and the use of American Express foreign exchange outlets.

American Express is the latest company to enter into a partnership with VisitBritain and contribute towards the Pounds 100 million marketing programme. VisitBritain’s four-year programme, to be launched in key inbound tourism markets later this year, aims to deliver on four million extra overseas visitors and spending of Pounds two billion in the UK.

To support the UK travel and tourism industry, American Express has created UK Inspiration, an online portal providing exclusive offers and insider knowledge from some of UK’s most influential fashion, food, entertainment and travel bloggers. VisitBritain will contribute up-to-date destination content, images, and blogs for the site. UK Inspiration will provide travellers from key tourism markets, such as the US, France, the Middle East, China and Australia, with a range of dining, shopping, travel and entertainment offers to drive spending in these industries and further boost inbound tourism.

Laurence Bresh, Director of Marketing, VisitBritain said, “We are delighted to be working with American Express. This partnership gives us the opportunity to showcase Britain and to present ideas and offers which encourage potential visitors to travel now. Partner marketing deals such as these are key to providing an international platform for tourism destinations and businesses across Britain.”

Mark Roper, Vice President and General Manager, Merchant Services UK & Nordics, American Express said, “With the world’s eyes on Britain following the Royal Wedding, there has never been a better time to encourage tourists from around the world to experience the best the UK has to offer. We are excited to be working with VisitBritain to create UK Inspiration and provide a boost to the all important travel and tourism industries.”
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