England cap for Bedingfield

VISITBRITAIN has poached P&O Cruises’ Michael Bedingfield to be its first England marketing director.

He will spearhead the new tourism body’s £4 million drive to boost England’s tourism when he joins in June.

Bedingfield will also oversee England’s dedicated marketing budget, a key part of the new organisation, and work to complement campaigns for Britain, Wales, Scotland and English regions.

He joins after three years as head of brand marketing at P&O, and has also had senior marketing roles at Hertz, Avis Europe and Thomas Cook.

The drive for domestic tourism starts tomorrow (Wednesday) and will play on people holidaying closer to home as long-haul trips continue to suffer.