Visit England appoints Lowe Open to promote destinations across the UK
26th November 2015

26th November 2015: Visit England, the domestic tourist board for England, has appointed Lowe Open UK, the specialist activation agency and sister shop to DLKW Lowe, to develop a creative framework for all marketing communications promoting the North of England overseas. The appointment comes following a competitive pitch through the Lot 1 government roster. DLKW Lowe was selected for the Government creative framework roster in September 2013.

The appointment is part of a programme to increase awareness of the wide variety of attractions across the North of England to business and leisure travellers globally; putting the assets of the North firmly on the international map, showcasing why it is such a great place to visit. The aim is to deliver increased visitor numbers across the region as part of the Northern Tourism Growth fund activity – a £10m investment fund from the government that aims to deliver 2 million additional visitor nights into the North of England. Since the appointment the scope has also widened to include destinations in the South West.

The framework will be in keeping with the Great campaign, the government’s most ambitious international marketing campaign ever, which showcases the very best of what Britain has to offer, in order to encourage the world to visit, study and do business with the UK.

Client Services Director at Lowe Open Stephen Parker is leading the account and commented, ‘We’re thrilled and honoured to have been appointed. We are all inspired by the team’s ambition and obviously by the wonderful destinations we will be promoting’.

Speaking of the appointment, Tim Holt, Marketing Director at Visit England, said, ‘We’re delighted to be working with Lowe Open on this creative brief, which aims to encourage  visitors to explore the North and the South West of England; showcasing them as fantastic destinations to visit, ”.

For more information please contact:

Nicola Pritchard

Nicola.pritchard@mullenloweopen.com

This article was first published in Campaign

About Lowe Open

Lowe Open is a behaviour-driven activation agency. We create customer experiences at the convergence of shopper, digital and direct marketing. With expertise in retail, eCommerce, CRM and experiential, we help our clients to deliver integrated campaigns with commercial bite. Current clients include Unilever, KP Snacks, General Motors, Diageo, Lenovo and The NHS.

We have offices in 10 countries with our flagship in London. As part of Mullen Lowe Group, we are connected to 90 offices in 65 markets.

About VisitEngland

  • VisitEngland is the country’s national tourist board. We work in partnership with the industry to develop the visitor experience across England, plan national tourism strategy, grow the value of tourism in England and provide advocacy for the industry and our visitors. Our work is underpinned by robust research and customer insights. You can access the latest in-depth market intelligence and statistics on www.visitengland.org/insight-statistics.
  • England is a unique destination and a real powerhouse in global tourism. It represents 84 per cent of the total UK visitor economy, is worth £106 billion, and supports 2.6 million jobs.
  • For further information and to access the latest in-depth market intelligence and statistics visit www.visitengland.com/biz or www.visitengland.com  for consumer information.

 

About The Northern Tourism Growth Fund

  • A £10m Northern Tourism Growth Fund for tourism investment was announced by Government on the 6th November 2014. The total programme expenditure will be £20m, consisting of the core £10m funding from Central Government and £10m estimated match funding from partners in the public and private sectors. Match funding will be both cash funding and in-kind.
  • This fund is being managed by VisitEngland, working closely with international delivery partner VisitBritain and partner organisations from across the North of England, including 38 destinations.
  • The aim is to deliver a significant step-change in collaborative working to profile and promote the North of England internationally – through new, targeted and impactful activity which will change perceptions, grow leisure and business visitors, put the assets of the North firmly on the international map and deliver both long term economic impact and the foundations for a lasting legacy for the visitor economy of the North.
  • The programme aims to deliver an additional 2m visitor nights to the North of England equating to £177m in international visitor expenditure and create 3,280 jobs.
  • The North for this purpose is defined as the old Government Office regions of Yorkshire and Humberside, North West and North East.
  • The target markets are: USA, Australia/New Zealand, Netherlands, Germany, China

 

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