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Press Release: Strategic Vision
September 25, 2002
MIAMI, FL -- Best of British Excellence, a promotion supporting British luxury brands in the U.S. and tourism to
the U.K., will launch at the end of this month. This program was developed in conjunction with American Express
Publishing Corporation's Departures Magazine, distributed to American Express Platinum and Centurion Card members.
Departures has devoted their entire October issue to the U.K., recognizing Britain as their number one international
destination.
Top British retailers in New York City will be offering exclusive shopping opportunities throughout October, while
British partners in the U.K. will be providing a full range of special experiences to Britain-bound U.S. travelers
over the next six months.
This program follows the successful UKwithNY festival, a celebration of the strong relationship between the U.S.
and the UK, which took place last October in New York City. Serving as an extension of last year's event, Best
of British Excellence has gained the support of The British Consul General, The British Tourist Authority, British
American Business Inc., American Express Publishing and a collection of other committed partners.
During an official visit to the U.S.A., HRH The Duke of York will host a special reception on September 25th to
officially launch Best of British Excellence.
One of the main highlights of the program will be a special shopping evening in New York, hosted by four luxury
British retailers including Asprey, Alfred Dunhill, Holland & Holland, and John Lobb. This is part of the month-long
retail promotion to include a gift with purchase program and various events and exhibits within the stores. The
Peninsula Hotel will be hosting British afternoon teas later in the month.
Best of British Excellence also has an entertainment component. The Cafe Carlyle will "become British"
from October 9th - 12th. They will host the U.S. debut of the OperaBabes, two young female singers who have topped
the classical charts in the U.K. for three months.
In addition, the U.S. promotion includes a British luxury sweepstakes and a chance to win five major prizes designed
to generate travel to Britain.
The international component of Best of British Excellence is aimed at stimulating travel into the U.K. for the
six-month period of October 2002 through March 2003. During this time, American Express Platinum and Centurion
Card Members who book travel to the U.K. through American Express Platinum Travel Service or Centurion Travel Service,
will receive a range of thirty different exclusive experiences to enjoy at participating luxury retail and travel
partners in Britain. A sampling of the experiences include, a private tour through the wine cellars of The Gleneagles
Hotel in Scotland; a glass of champagne and a chance to win a (pound)5,000 bracelet while shopping at Asprey in
London; and complimentary membership to the Ritz casino in London.
During the month of October, a number of other events are taking place in New York, reflecting excellence in the
British culture. Sir Edward George of the Bank of England will be speaking on October 1st at the British American
Business Inc. As part of their USA Tour, students of the Purcell School of London will perform at The Mannes College
of Music on October 22nd. The London Symphony Orchestra will have a concert at The Peninsula Hotel on October 28th
and 29th. Between October 18th and 28th, the "Transatlantic Express" celebrates creative thought from
Liverpool and Manchester to New York. The event brings artists and creatives from the Northwest of England to play
at The Plant Bar, APT and Filter 14 in New York City. For details on this promotion and the schedule, visit http://www.transatlanticexpress.co.uk
Strategic Vision, a boutique international marketing and communications firm, is the organizer of both UKwithNY
and Best of British Excellence. The company specializes in raising profile and increasing revenue for organizations
in the travel, leisure and luxury sectors.
American Express Publishing is the leading publisher of luxury lifestyle magazines. Departures, Travel + Leisure,
Food & Wine, T&L Golf, and Travel + Leisure Family magazines are part of the American Express Publishing
Corporation, a subsidiary of the American Express Company managed by Time, Inc. under the terms of an agreement
signed in March 1993. The company also publishes SkyGuide and a variety of cooking, travel, wine, time management,
and financial books and products, plus a custom publishing group.
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Contact:
Media:
Strategic Vision, Miami
Peter Bates, 305/576-3191
mail@strategicvision.org
http://www.strategicvision.org
Source: Strategic Vision