British design is being pushed as a major tourist attraction in a new marketing campaign aiming to counter the country’s “thatched roofs and beefeaters” image.
In the public relations-driven campaign launching next month, the British Tourist Authority aims to make design a comprehensive part of the nation’s image abroad.
“The long-term aim is that the UK’s style and design will become an integral and complementary part of BTA’s general marketing activity alongside the established themes of heritage, tradition, culture and countryside,” says a BTA spokeswoman.
The push is accompanied by a new magazine, British by Design, featuring classic and contemporary design.
Designed in-house by River Publishing, 200 000 copies are being distributed through overseas BTA offices, and regular fact sheets on a style and design theme will also go out.
A mini-exhibition, carrier bags and folders for the campaign have been designed by the authority’s in-house team.