The tie-up is targeting more than five million views of VisitBritain content on the Yahoo network and 3.5 million visits to VisitBritain’s own online platforms.
Rich Riley, Yahoo EMEA senior vice president and managing director, said VisitBritain wanted to reach out to its audience of 400 million users across the globe.
“We are really excited to have been chosen as VisitBritain’s digital display partner,” he said.
“This will be their largest ever online campaign and Yahoo has a strong track record of delivering original global media campaigns with seamless digital content and advertising.
“Our campaign for VisitBritain will be as individual as those consumers who interact with it – helping demonstrate why we all think Britain is so great.
“2012 is the year to visit Britain and we’re about to show people why.”
As well as partnering with Yahoo online, VisitBritain has also targeted 14 cities in nine key countries with a multi-million pound ‘Great’ promotional campaign.
This will see advertising in the New York Subway, on the Paris Metro and on taxis in Delhi among other mobile advertising platforms.
It is hoped this will attract an extra 4.6 million extra visitors to the UK over the next four years, generating an additional £2.3 billion in visitor spend.
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