VisitBritain has filled one of its most strategically important positions with the announcement that Joss Croft has been appointed as Director of Marketing.
Croft is a significant appointment for the organisation as it looks to build on the global profile attained during 2012, with the London 2012 Games and The Queen’s Diamond Jubilee thrusting Britain into the international spotlight like never before.
The national tourism agencyis busy rolling out of the next phase of its GREAT marketing campaign, focussing on 21 key inbound markets to help ensure the unprecedented publicity is converted into real visits. This sees a high profile brand campaign to maintain this interest in Britain, as well as a direct response campaign with a range of special offers being unveiled, designed to increase visitor numbers to Britain and building a secure future for the UK’s tourism industry.
Sandie Dawe, Chief Executive at VisitBritain said: “I am delighted to have such an experienced professional overseeing our marketing team – giving it the direction it needs going into 2013 and building on the success of what has been a fantastic year for Britain’s global image. Joss brings extensive international expertise to the role, having worked in senior positions both in Britain and abroad.”
Joss Croft said: “This is a tremendous opportunity to build on the solid foundations of our GREAT campaign, as we look to entice an extra 9 million overseas visitors a year by 2020. While we have had a truly memorable 2012, we need to consolidate on that international exposure. Our work will ensure that the heightened interest in the whole of Britain is converted into bookings by people keen to experience everything we have to offer.”
Croft has previously been Head of Marketing, Head of Business Visits and Director for Europe at VisitBritain. He has also worked in sales and marketing for Futuroscope Poitiers, Disneyland Paris and the London Tourist Board.
