£33,000 - £37,000 • VisitBritain • Birmingham
Organisational Context
The British Tourist Authority (BTA) is the national tourism agency and a non-departmental public body funded by the Department of Culture, Media & Sport (DCMS) and trades under the name of VisitBritain/VisitEngland (VB/VE).
BTA is a global organisation with 280+ employees based in 16 different countries and has a diverse culture. VisitBritain is the official tourist board for England, Scotland, and Wales, and is responsible for marketing Great Britain worldwide to prospective travellers.
Our purpose is to drive a thriving tourism industry, creating economic prosperity across Britain.
VB/VE plays a unique role in building England’s tourism product, raising Britain’s profile worldwide, increasing the volume and value of tourism exports and developing Britain’s visitor economy. As the national tourism board, VisitBritain is responsible for targeting international visitors to boost overseas visits and spend in the UK.
Our organisational values have been collaboratively drafted with colleagues across various divisions and geographical locations. They give us a fresh sense of direction and inspire us to drive transformative change within our organisation.
As one global team, we work together with Passion, in Partnership and at Pace:
- with Passion - fuelled by our enthusiasm and positivity to deliver excellent results.
- in Partnership – empowered to work with partners towards a greater aim beyond our own.
- at Pace – delivering innovation through agility, boldness, and bravery to take calculated risk.
We are currently seeking a PR & Influencer Manager to join the VisitBritain Global Marketing Directorate, and Integrated Marketing department within the Destination PR team with a remit for both PR & influencer marketing activity.
Location and Ways of Working
We follow the principle of “Locate for your Day”, which means that we expect people to use their own judgment to decide the best place to work to meet the needs of the business.
The majority of our roles can be performed predominantly remotely, however we are not a fully remote organisation as we recognise the importance of face-to-face connection, so you will be expected to spend some time in the office.
We operate from our Global Hub at Victoria Square House in Birmingham and maintain a small presence in Central London.
Our Global Hub is located in Birmingham, which is our primary location, however, many of our employees are located across the UK, so we try to be mindful of our sustainability commitments when coming together to collaborate. Therefore, working in another location may be required on occasion. You will be expected to commute to your nearest location/usual place of work at your own cost and any requests for you to travel further will be compensated.
Main purpose of the role
Working with the Senior PR & Influencer Manager and within the Integrated marketing team to support PR & influencer activity across 21 global markets. The destination PR team is part of a wider paid/earned/owned integrated marketing team comprised of our campaigns team and international marketing teams based around the globe. All teams have a remit to work in an integrated manner to maximize exposure across channels.
The role would include:
- Support the delivery of the global earned plan as part of the integrated marketing plans for VB’s upcoming global screen tourism campaign Starring Great Britain to 1) drive awareness for the campaign with target press and on social media; 2) showcase Britain via film / TV hero experiences and locations in London, wider England, Scotland and Wales that increase our target audience’s intent to visit Britain via a drumbeat of content to guide research and planning.
- Input into the delivery of a global influencer strategy, developing the governance for how we work with influencers (with clear guidance for our global network) and setting out the role of influencers within the customer journey.
- Delivery lead on the development of global Media Centre content and supporting pitch content working as part of the Content Planning Forum to deliver against the Content Framework (and supporting Strategic Partner priorities).
- Lead on global Destination PR & Influencer evaluation, ensuring that success is evaluated against the Content Framework and sharing results/learnings with the Content Steering Group and Global PR & Influencer network to ensure that the stories we tell continue to resonate with our Experience Seeker audience; ensuring the global network are on target in meeting key metrics supporting KPIs.
- Overseeing and planning the Global Trips programme 2025/26 – a series of global media and influencer trips to drive consideration for Britain, aligned to key themes/hooks.
Please refer to the job description for more detail.
Important Information
In order to apply for this vacancy, you must complete personal statement section of the application form on our recruitment system highlighting how you meet the criteria stipulated in the job description and person specification and submit it.
If you have any questions, please email recruitment@visitbritain.org
The application window will close at 23:55 (UK Time) on 03 November 2024.
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