With a Royal Wedding in the UK around the corner and the London Olympics just 18 months away, VisitBritain is turning its attention to video content to entice visitors.
The UK's signature tourism board has radically overhauled the old VB.tv service to relaunch as VisitBritain.tv, aimed at becoming a television service in its own right ahead and as a complimentary service to the main website.
Central to the content strategy through the new system will be a range of commissioned programming by TV production company GeoCast TV.
While the new programmes are being filmed, VisitBritain.tv will continue to feature some of the video content from the main site and the old TV service.
VisitBritain wants regional tourism authorities and others to submit content ideas and events for filming to GeoCast TV.
The look and feel of the site mirrors that of the reasonably new VisitBritain website, relaunched in June 2010.
But while much of the strategy around the new site was about involving visitors by urging them to submit photographs to Flickr (to populate its image bank - around 95% of which are user-posted), VisitBritain.tv will stick to professionally produced video content for the time being.
VisitBritain is gearing up for one of the busiest periods in its history, with an upturn in visitors expected for the Royal Wedding in April this year and the London Olympics in 2012.