Visit Britain has extended its five-year partnership with the Barclays Premier League to 2016, reports BrandRepublic.
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 UK.
The campaign – which has the tagline ‘Take Me There’ – will feature Steven Gerrard, the England and Liverpool captain, 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 Barclays Premier League with regular digital and social media activity to highlight key football regions, such as Wales, the North-West, North-East, Midlands and London.
‘Take Me There’ will be supported by targeted media buy across China, UAE, Norway, Sweden and Hong Kong.