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'UKOK' for visitors says BTA
The British Tourist Authority (BTA) has launched a multi-million pound international marketing campaign to bring overseas visitors to Britain in 2002.
UKOK aims to recover at least half of the £2bn lost last year due to the effects of foot and mouth and the September 11attacks.
Supported by more than 1,000 UK tourism businesses offering millions of pounds' worth of special deals on travel and accommodation, the initiative is targeted at the USA, Canada, France, Germany, Ireland, Belgium and the Netherlands. Deals include two for one offers, half price tours, free rooms and 'money can't buy' gimmicks, such as a personal tour around Althorp House with Earl Spencer.
UKOK stands out because of its simplicity and emotional impact; it is an expression of pride in Britain, said BTA chairman, David Quarmby. It provides visitors with reassurance while allowing all companies to reach the overseas markets they so desperately need.
The BTA is launching UKOK, the biggest initiative it has ever undertaken, with a £5m advertising campaign focussed on promoting the Queen's Golden Jubilee and the Commonwealth Games as well as Britain's countryside and heritage.
Next month the BTA launches the second phase of the campaign, encouraging Britons to invite friends and relatives from overseas to visit the UK.
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