Bresh has been regional director, Europe for the past year at VisitBritain, and prior to that, general manager England marketing at VisitBritain, in which he led the 20-strong team responsible for the EnjoyEngland brand, marketing strategy and website.

 

Sandie Dawe, the chief executive of VisitBritain said: “Laurence brings excellent relevant experience and good stakeholder relationships to the role.

 

"His passion and drive for Britain, coupled with great implementation skills make him an asset to VisitBritain as we push the value message this year and gear up to maximise the tourism benefits of London 2012 over the next three years.”

 

Bresh said: “I am absolutely delighted to be taking up this role at one of the most exciting periods in VisitBritain's history - the run up to the London 2012 Olympic and Paralympic Games.

 

"This will provide us with an amazing opportunity to refresh the brand of Britain and, with the global media spotlight on us, raise the profile of all parts of the country.

"I hope to work closely with colleagues throughout the travel industry to ensure we can create some inspirational marketing that really drives visitors to explore Britain."

 

Bresh joined the British Tourist Authority in 2001 and has held a variety of communications and marketing roles within VisitBritain.

 

He started his communications and marketing career at food retailer Safeway Stores plc, and before turning his hand to marketing, was a journalist for London Weekend Television, and several national newspapers.