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Black cabs and wellies advertise Britain
The British Tourism industry has launched a £25m global tv advertising campaign: Only in Britain. Only in 2002.
The advert - which has been screened in Germany, France, Belgium and The Netherlands since 18 May and will appear on American, Canadian and Irish television soon - has been co-ordinated by the British Tourist Authority.
'The advert is the result of the largest private and public sector partnership in the history of British tourism,' said chairman, David Quarmby.
'We wanted to capture the imagination of prospective visitors with a humorous reminder of Britain's diversity and cultural heritage.'
The 45-second advert features wellington boots raining down on a black cab, Trafalgar Square and knights in armour playing tennis
The government has pledged up to £20m towards the campaign, which has been matched in cash contributions from the tourism industry and a predicted £15m of collateral marketing by campaign partners. Details: www.visitbritain.com
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