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BTA and FA Premier League join forces to beckon visitors
The British Tourist Authority has teamed up with the FA Premier League in a unique partnership to promote Britain as a top tourist destination.
The £2.8m two-year deal will use English football's popularity overseas to boost the number of visitors to Britain through promotional opportunities.
One strategy will be to advertise the visitbritain.com website during overseas television broadcasts of Premiership matches, with a potential global audience of 160 million people per week across 142 countries.
Culture Secretary, Tessa Jowell, welcomes the partnership: Britain is the home of football and a great tourism destination - the two make a powerful alliance. The 'visit Britain' message the promotion sends will seen by millions worldwide and will be sure to attract people back to Britain.
BTA's deputy chief executive, Sue Garland, said the unprecedented, positive exposure is 'absolutely invaluable in the wake of the damage wrought by foot and mouth'.
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