Kenny Boyle has been appointed as the new international marketing director of the British Tourism Authority.

Current head of marketing with Premium TV, the sports media division of NTL, Boyle's role at the BTA will be to define, develop and lead the organisation's global marketing strategy, developing campaigns to promote Britain in all of its key markets throughout the world. The BTA is keen to develop relationships with international organisations from outside the tourism sector.

Boyle will join the organisation in March as it integrates functions with the English Tourism Council and will report directly to the chief executive, Tom Wright. Speaking of his new appointment, Boyle said: 'The challenge is to develop niche products to reflect a richer understanding of our customer's lifestyles, lifestages and travel occasions.'

The BTA is currently in the process of recruiting a second marketing director to lead the marketing of England in the domestic market.