GOING FOR GOLD - VISITBRITAIN CELEBRATES PATA AWARD-WINNING PARTNERSHIP WITH BRITISH AIRWAYS

National tourism agency, VisitBritain, has been awarded a prestigious Gold Award from the Pacific Asia Travel Association (PATA), in recognition of the successful partnership work with leading global airline, British Airways.

The commendation was given in the Marketing � Allied Partner category, for the VisitBritain and British Airways campaign for Seeing Britain in Style, which ran across seven countries in Asia Pacific*, from September 2008-March 2009. In order to win the award, nominated as �Best in Class� by the PATA judges, VisitBritain fought-off stiff competition, in a year that saw 236 entries from 120 organisations worldwide.

Consumers were encouraged to be constantly surprised by Britain � to take another look at this classic destination, with a chic, contemporary twist on the traditional. The destination was aligned with the quality of the British Airways brand, alongside stylish British experiences, to extend the appeal and reach of the audience (targeted to the 25-45 SINKS and DINKS).

The main execution was a 40 second TVC, showcasing the dynamism and diversity of Britain, which featured a competitive airfare from British Airways, making the proposition immediately compelling. The campaign also ran across print and online. Aesthetically, the pricing also indicated the stylish elements of both the Britain and British Airways brands, by utilising the Union Jack to illustrate the fare offer in red, white and blue figures.

Commenting on the accolade, VisitBritain Regional Director, Asia Pacific, Middle East & Africa (APMEA), Garry White said: �We are absolutely delighted to accept this prestigious award from PATA, in recognition of our successful partnership work with British Airways. The consumer preference for Britain has significantly increased as a result of this campaign and VisitBritain and British Airways have a shared vision to work together to continue to build the British brand.�

Choi Fong Vallis, Communications Manager, British Airways, Asia and the Pacific, added: �This was the first time we worked together with VisitBritain on such an extensive campaign, encompassing so many markets. It�s a fantastic achievement to have been awarded such an accolade from the industry.�

For further press information please contact: Racquel Chung on racquel.chung@visitbritain.org Telephone: (852) 3515 7890

Notes to Editors � VisitBritain is responsible for promoting Britain as a world class tourist destination and for developing England�s visitor economy. It has representatives in 36 countries around the world and, in the last three years, has expanded into China, throughout Eastern Europe and Southeast Asia, and increased its presence in India with representatives in Bangalore and Mumbai. � VisitBritain�s international website www.visitbritain.com was awarded World�s Leading Tourism Authority Internet Site for the fourth year in a row at the 2007 World Travel Awards by more than 200,000 travel and tourism professionals. With information provided in 26 different languages, every year over 12 million visits are made by international consumers to the 46 websites that make up visitbritain.com � * The seven countries where the campaign was activated � Australia, India, Singapore, Japan, Hong Kong, China and UAE