Creating and enhancing partnerships
Throughout the year we continued to work with industry, government agencies, high-profile brands, the media and influencers to make Britain a must-visit destination internationally and to inspire Brits to holiday at home.
In 2016/17, we developed a new partnership strategy to maximise our approach, focussing on:
- Fewer, broader commercial partnerships
- Partner influence across the consumer journey
- Driving increased awareness
- Reaching our target audiences through new channels
- Creating compelling products to convert interest into action
- Amplified advocacy
Across industry, we worked closely with government agencies and the official tourism bodies for London, Scotland and Wales. Partnerships with airlines such as British Airways, Etihad and Hainan, among many others, increased our global reach, whilst collaboration with destination management organisations around Britain and England ensured we showcase amazing experiences all over the country.
Outside the tourism sector we partnered with global brands such as the Premier League and Warner Bros and others to increase our reach and impact.
A key strategic priority for our marketing and partnership activity this year was to work with influencers to reach out to visitors at home and abroad. We organised educational press trips to encourage positive coverage, create advocacy and enable visitors to experience world-class British tourism first-hand. In 2016/17 our award-winning, cross-channel PR activity reached four billion people around the world.