EMI Music U.K. artists will take center stage in a campaign to promote Britain as a popular destination for overseas visitors.
Through an exclusive, longterm partnership struck with VisitBritain, the national-tourism marketing agency, EMI will supply more than 140,000 downloadable tracks — including new releases — to the visitbritain.com Web site.
VisitBritain and EMI affiliates worldwide will liaise to market and promote various new releases by British EMI artists.
The collaboration, described as “the first partnership of its kind,” aims to raise the profile of established and new British talent from England, Scotland and Wales among the 12 million potential tourists who use the site regularly.
Visitors to the site can read editorial about the artists, and then click through to download tracks. Individual downloads are priced at £0.79 ($1.80).
Online destination guides will remind potential visitors to the United Kingdom that Lily Allen and Spandau Ballet originate from London; Liverpool is the native city of the Beatles, Atomic Kitten, Marc Almond, plus Mel C, of the Spice Girls; Dame Shirley Bassey hails from Wales; while Scotland is home to KT Tunstall and Simple Minds.
“We’re so used to plugging into our favorite music while on holiday, now visitors can download their favorite British tracks and indulge their senses for a thoroughly British holiday experience,” commented Giles Harris, EMI Music U.K. and Ireland’s head of business development, in a statement.
Tom Wright, VisitBritain’s CEO, added that “21% of potential visitors are inspired to choose a destination because of the music or bands of that country. Our partnership with EMI Music will help us showcase the places behind the music and encourage them to visit.”
