A joint promotion by VisitBritain and British Airways (BA) is to market the UK as having "more world-class heritage and history sites than anywhere else on earth".

The campaign, entitled 'Classic', also emphasises the emotional allure and authenticity of attractions that can be found across Britain. The global campaign, which is being financed equally by BA and VisitBritain, offers special fares to economy passengers.

Laurence Bresh, director of marketing at VisitBritain said: "Britain has more attractions per square mile than anywhere else in the world and we think the 'Classic' campaign will inspire visitors to travel the length and breadth of the country." The first phase of 'Classic' will see the campaign initially launched in Europe, followed by China, Hong Kong, India, Japan and Russia.

Image: Kings College Chapel, Cambridge