Showcasing Britain to the world

Highlighting Britain’s amazing moments
Reaching a global audience
Encouraging our visitors to explore

This year, VisitBritain’s international activity inspired the world to explore the nations and regions of Britain. Our integrated approach across campaigns, trade, digital content and PR has reached new audiences through partner organisations and activity, won prestigious awards and reached all corners of the globe.

Highlighting Britain’s amazing moments

In 2016/17, our #OMGB – Home of Amazing Moments international marketing campaigns turned travel inspiration into visits, and visits into advocacy for Britain.

  • In partnership with Expedia, we rolled out a bespoke content platform in the US, France and Germany, achieving 39% year-on-year (YOY) passenger growth. The campaign won three awards at the Cannes Lions 2017 International Festival of Creativity
  • #OMGB in the Gulf Cooperation Council region attracted 185,000 visitors to a dedicated web hub
  • Tactical campaigns in China with Hainan Airlines and British Airways reached 74m people
  • Media spend targeting value-driven explorers and family-fun travellers in India garnered over 276m impressions
  • Our work in France, Germany, Spain and Italy achieved 45,000 competition entries and 328,000 visits to bespoke #OMGB webpages
  • A new film for #OMGB Australia earned one million views with a 91% completion rate
  • #OMGB - Home of Amazing Fans saw us collaborate with official Premier League broadcasters in the USA, China and Norway to run The Search for the Biggest Premier League Fan campaign. In China and Norway the campaign reached more than 20.25m people 

 

Reaching a global audience

All over the world, VisitBritan’s international marketing campaigns are raising awareness of Britain. From key tie-ins with worldwide TV and film events to celebrating our landscapes to new audiences, 2016/17 saw us encourage more visits across the UK.

  • We developed the GREAT Inverness Loch Ness fund with VisitScotland and VisitInverness: a new portfolio of digital assets reached seven million people and gained over 28m digital impressions in France, Germany and the Netherlands
  • Six star interviews and an illustrated map of Arthurian locations were produced in collaboration with Warner Bros. to mark the worldwide release of King Arthur: Legend of the Sword
  • To celebrate Game of Thrones season seven in Brazil, we created all-new newsletter and social content highlighting amazing filming locations in Northern Ireland
  • A new edition of our Film is GREAT guide inspired film writers to create exciting content around Britain’s film offer
  • To mark the fiftieth anniversary of the decriminalisation of homosexuality in the UK, our Love is GREAT campaign in Australia and the USA showcased Britain as a world-class, welcoming destination for LGBT tourists
  • This year, VisitBritain created content for 22 key markets in 14 different languages.

 

Building Britain’s social media reach

Across 2016/17 we improved our social media presence, enhanced dialogue with consumers and created more advocates for Britain – especially millennials.

  • Our magical map of Britain, celebrating the 20th anniversary of Harry Potter and the Philosopher’s Stone, led to one of our strongest social media posts, earning 18,492 Instagram likes
  • We gained 90,000 new Instagram followers between June 2016 and June 2017
  • On Facebook, our top post reached 200,000 people, earning more than 5,000 reactions
  • VisitBritain tweets to more than 363,000 Twitter followers

 

Come hunting for Nessie Loch Ness campaign
Love is Great Campaign
Iechyd da! It's TrexTuesdays Adventure Series! WALES!

Enhancing our reach

VisitBritain worked with industy partners, media organisations and social influencers to maximise our global PR reach. Harnessing the power of popular social media personalities, we promoted Britain to visitors through the content and platforms they already use, resulting in over four billion opportunities to see.

  • Our work at the Social Travel Summit won a PR Week Global Award for Best Global Partnership, as we hosted 48 of the world’s top travel influencers to generate 50 blog posts, 365m opportunities to see and over 400 videos and images
  • Collaborating with British Airways and London & Partners, we worked with four key US influencers, reaching 140,000 people and generating £5,000 of marketing in kind
  • Trex Tuesdays’ YouTube channel teamed up with us to film two ‘dinosaurs’ exploring London, Scotland and Wales: with the campaign achieving just under half a million views from mostly US-based subscribers
  • VisitBritain, Marketing Liverpool and Sound Diplomacy hosted the very first Music Tourism Convention, to explore how music impacts and improves tourism offers in the UK
  • Our marketing partnerships with key air travel brands Qatar Airways, Etihad Airways, EasyJet and Virgin Atlantic, gained 280m impressions worldwide
  • #OMGB editorial pitches resulted in 76 media clips with a reach of more than 40m
  • A GREAT branded segment on The Ellen DeGeneres show reached 40m Facebook views in three days
  • Across India and China, #OMGB generated 642m digital impressions
  • VisitBritain’s collaboration with entertainment website Omelete, to mark the release of King Arthur: Legend of the Sword, generated more than 16m incremental impressions

 

 

Campaigns

  • 32,000 people in China voted for their favourite video entry to our Search for the Biggest Premier League Fan competition
  • Our Expedia campaign received 175m impressions and 75,000 clicks from target audiences in the US, France and Germany
  • VisitBritain’s Love is GREAT – USA campaign video exceeded Here Media’s click through rate (CTR) benchmark by 55% and achieved a 73% video completion rate (VCR)
  • Half a million Australians saw our Love is GREAT Video at Sydney’s Gay and Lesbian Mardi Gras Festival
"All over the world, VisitBritain’s international marketing campaigns are raising awareness of Britain. From key tie-ins with worldwide TV and film events to celebrating our landscapes to new audiences, 2016/17 saw us encourage more visits across the UK."