ABSTRACT
VisitBritain is the name used by the British Tourist Authority (BTA), the tourist board of Great Britain incorporated under the Development of Tourism Act 1969. Laurence Bresh has risen through the ranks of British journalism with newspapers and latterly television, to corporate communications roles and marketing roles, and into what he now describes as a fully integrated and seamless marketing communications model. He is responsible for global consumer and B2B marketing including the award-winning suite of VisitBritain websites. A relatively new focus for TravelBritain is reaching visitors much earlier in the communications cycle. Bresh claims that the integration, putting the consumer PR with the marketing functions, was resisted for some time in the organization. Business tourism also is an important target and the organization's partner marketing team expands the reach through non-tourism partners such as film studios, the English Premier Football League.
