BTA marque was the product of research into its target market

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While our new marque has given rise to a variety of opinions, much of the recent debate in your pages appears to miss the point.

The British Tourist Authority is responsible for encouraging tourism to Britain. The objective of our research was to find out exactly what it is about Britain that our customers like and enjoy and want to come here to experience. We appointed Real Time to translate these expectations into a new marque for use overseas to brand our Britain promotions and print. The research shows how much our visitors love the unique combination of tradition and heritage and all that is contemporary in Britain.

With the Union flag at its heart and the innovative use of colour, shapes and a modern typeface, our new marque reflects the traditional and projects the contemporary. It is the symbol which appeals most strongly to our visitors and reflects the findings of numerous focus groups which BTA conducted in overseas markets over the last two years.

It should also be made clear that Britain is England, Scotland and Wales. The BTA has no remit for Northern Ireland. It is not the case, therefore, of simply writing Northern Ireland out of the brief (DW 3 October).

Anthony Sell

Chief executive

British Tourist Authority

London W6

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