Currently head of press and PR, Yates’s new role, heading a 13-strong team, will encompass the new policy remit for VisitBritain, corporate PR and industry communications, crisis communications and reputation management, research and insights and government affairs and advocacy.
Strategy and insights is a new VisitBritain division, created during its recent restructure.
Prior to joining VisitBritain, Yates worked at Which?, where she edited Holiday Which? magazine. She was responsible for scoping and delivering all of the Which? output in the travel and transport areas, producing Which? PR campaigns and developing and influencing change on many of the consumer-related policy and strategy issues which now form part of VisitBritain’s agenda.
Tom Wright, the tourism body’s chief executive, commented: ‘In the three years that Patricia has been with VisitBritain she has contributed massively to the high regard with which the press & PR function is held, shaping our communications positioning on the big issues and leading the international PR effort which achieved £3bn worth of destination coverage last year alone.’
In addition VisitBritain said Sandie Dawe, previously strategy and communications director, would take up a new directorship role focused entirely on leading and delivering its strategy to maximise the tourism benefits of the London 2012 Olympic and Paralympic Games.
Working closely with Visit London, Dawe will create joint action plans to ensure maximum benefits to both London and Britain.
See also:
Hancer steps down (30/09/08)
VisitBritain continues management shake-up (17/09/08)
VisitBritain rejigs senior management team (15/08/08)