A&R: British Tourist Authority Case Study

Develop a comprehensive, informational web site for use by US travelers planning to visit Britain. The site must become self funding and capable of wide expansion into other British travel related areas.

The BTA web site is written and produced as an easy to use, informational tool that delivers facts/data quickly. The site is linked to the main British site www.visitbritain.com. A&R developed the sales and marketing program including: pricing for advertisers and production standards, as well as creating and managing media kits, rate cards, site highlights, inserts and advertising opportunities in both the US and Britain, as well as developing a sales force (domestic and international) to sell advertising and sponsorship programs.

We created a "preferred partner" program where major BTA advertisers (Hertz Corp., Continental Airlines, The Savoy Group, Hilton International) were given special introductory offers to come on board.

We also developed a number of promotional programs, sponsored by the BTA, to draw attention and traffic to both the site and the advertisers. We also provided technical assistance to BTA advertisers in the area of ad development and promotional offer packages.

Now live for over three years, the site is consistently drawing in excess of 120,000 unique visitors per month. The site has become self funding due to aggressive, effective domestic and international advertising sales. Recently, we have expanded the site to include several subsites for specialized travel which include: the mature, gay and lesbian, student, business and family markets. This development of the gay and lesbian site represents the first time that a major tourist board is addressing the alternative lifestyle area on the Internet.


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	British Tourist Authority