WATCH: Train marketing head takes top tourism job

Wednesday 04 March 2020

The brains behind Great Western Railway’s iconic Famous Five campaign will be taking on Jersey’s top tourism role this summer, it has been announced.

Amanda Burns, who has led the train company's marketing, sales and publications department since 2016, will become CEO of Visit Jersey in August this year.

She'll be stepping into the role left by Keith Beecham, whose departure after five years at the helm of the island's key tourism promotion body was announced last year.

According to her LinkedIn profile, Ms Burns oversaw a campaign to “revalue rail in the hearts and minds of the travelling public” during her time at Great Western Railway, which is one of the UK's largest rail travel providers.

This included overseeing the company’s award-winning ‘Adventures Start Here’ campaign, featuring the Famous Five.

Video: An advert from GWR’s ‘Adventures Start Here’ campaign, which was coordinated by the incoming Visit Jersey head.

She was also responsible for opening up overseas markets in China, Northern America, France and Germany.

Before then, she was General Manager at Tourism Ireland for six years, following stints at Bupa, BAA Airports and British Midland International.

The recruitment campaign for Mr Beecham's replacement started in December last year, with the successful candidate expected to develop the island's appeal internationally over the course of five years in return for a "competitive salary", bonuses, and a relocation package.

Pictured: Keith Beecham, who is stepping down after five years at Visit Jersey.

Visit Jersey Chair Kevin Keen said Mr Beecham would be a “very hard act to follow”, but added that Ms Burns was the “unanimous choice” of the selection panel due to “her wide experience of our industry, her creative approach and enthusiasm for our vision of 1 million visitors spending £500m enjoying Jersey by 2030”.

Ms Burns said she was “delighted to be joining Visit Jersey at such an important time for the organisation, leading on our strategy and realising this important sector’s potential for the benefit of the Jersey community”.

She continued: “Jersey has such a diverse and rich tourism offering. It is an honour to take on this role and I’m looking forward to meeting stakeholders and businesses across the island and working with them to deliver a successful Destination Plan.”