Generating positive PR and improving perceptions
Reaching new audiences, improving perceptions, securing coverage to inform and inspire visitors to explore our nations and regions – our PR activity over the last year has seen us champion the best of Britain in international media and the best of England nationally.
Showcasing the nations and regions to influencers, bloggers, broadcast and print media
We honed in on opportunities to promote Britain’s tourism offer from press trip firsts to new partnerships, expanding our audience to maximising shared moments of celebration. Across digital, TV, radio and print, we generated over 12,500 pieces of coverage on Britain, reaching a potential global audience of billions. 99% of the articles were positive in tone and 90% of all coverage delivered at least one of our key messages.
In today’s digital democracy, online content has a very real impact on people’s decisions to travel. 65% of our coverage is consumed through digital channels and in 2015/16 we used this insight to grow our sphere of influence, reaching new audiences and encouraging them to explore the nations and regions of Britain.
As a key strand of our delivery, over the last year we worked with more bloggers, YouTubers and instagrammers than ever before.
Multiple projects such as the international #OMGB campaign have seen us work with influencers to experience our product, share amazing moments with their audiences and create content for integration on our campaign sites and marketing.
Following our hosting of some of the world’s top travel bloggers at the Social Travel Summit in Inverness, more than 250 images and blog posts have reached an estimated 5 million people worldwide. These images and stories showcase not only Inverness, but the nations and regions where some of the influencers spent time post summit, on personalised itineraries to maximise exposure for Britain across their audiences.
Broadcast, newspapers and magazines as well as online travel and lifestyle websites remain key outlets, helping us to connect with target audiences in our international markets.
Key events and anniversaries, which this year included the Queen’s 90th Birthday, the 400th anniversary of the death of Shakespeare and the 150th anniversary of Beatrix Potter, have provided us with opportunities to promote Britain’s nations and regions internationally. The last 12 months has seen 25 group trips for prominent media across a wide range of international markets. On top of that, our visiting journalist programme brought 800 international media professionals and influencers to our shores and the stories we shared led to over 12,500 articles with a total opportunities to see of 19.2 billion.
Our PR teams have also supported our strategic and commercial partnerships too. From longstanding, successful relationships with the Premier League and British Airways, to collaborations with Visit Wales for their Year of Adventure, Visit Scotland and Festival Edinburgh as part of #OMGB and Northern Ireland for their Year of Food and Drink, we partnered up to deliver successful trips across Britain, securing coverage which bolstered key messages and drove engagement. This included international press, TV, radio and digital as well as triggering a significant increase in followers on our social media channels too.
Over 200 story ideas, averaging three a week
Monthly newsletters with news highlights
Quarterly themed newsletters
Updated guides on music, heritage and food, top tens and story ideas
B-roll footage, short films and free-to-use images
Timely and newsworthy press releases, capturing news and trends from around England
Access to monthly updates on the latest openings, anniversaries, the latest events and festivals in England
B-roll footage, short films and free-to-use images of England