VisitBritain Hires Liverpool's Steven Gerrard In Extended Premier League Deal

VisitBritain "has extended its five-year partnership" with the Premier League through '16, according to Magda Ibrahim of MARKETING MAGAZINE. The new deal "will target football fans around the world who follow English football" with a season-long digital game to win a trip to the U.K. The campaign -- which has the tagline "Take Me There" -- will feature England and Liverpool captain Steven Gerrard in its "Great" advertising promoting Britain, as well as "new player interviews and information on a range of football clubs." The new campaign "will promote the destinations" behind the Premier League with regular digital and social media activity "to highlight key football regions, such as Wales, home to Swansea City and newly promoted Cardiff City." "Take Me There" will be supported by targeted media buys across China, UAE, Norway, Sweden and Hong Kong (MARKETING MAGAZINE, 8/21).