VisitBritain partners Events Industry Alliance

An Events Industry Alliance product story

Edited by the Marketingservicestalk editorial team Nov 14, 2007

The UK's tourism authority, VisitBritain, has become a strategic partner of the Event Industry Alliance in a move that benefits both parties through exchange of sector knowledge and support.

The initiative comes three months after the authority's launch of eventBritain whose core objective is to work with UK industry partners to support bids for sporting, business and cultural events.

The partnership will provoke a sharing of research data and take advantage of intellectual input from both sides.

A cash injection will benefit EIA's promotional activity, going straight into front-line activities - including PR and government lobbying - where synergies will be exploited.

EIA also has the opportunity to present its highly successful 'Live Events Work' programme internally to VisitBritain staff, and externally to government departments and agencies.

Furthermore, EIA will lend support to VisitBritain's funding requests for additional budget to help secure visitor numbers at London 2012.

Commenting on this strategic partnership, Group Chief Executive Trevor Foley said: "The team at VisitBritain has a great understanding of the events sector and its value to UK plc.

"This partnership offers an unprecedented opportunity for us to work together and take advantage of the very real upsurge in live event marketing that is sweeping the marketing world, as more and more brands wake up and tap into the unique ability of events to deliver that crucial brand experience".

Alex Paul, Manager, eventBritain at VisitBritain, commented: "The events industry is one of the fasting growing sectors of the visitor economy and it is therefore vital for VisitBritain to work closely with this key sector.

"The newly created specialist unit within VisitBritain, eventBritain, is focused on supporting this sector as much as possible.

"The partnership with EIA will offer eventBritain a marketing partner to promote not only the value of the events sector but also the value added service that eventBritain can offer UK partners.".