Escape the everyday
Questions and answers from our eighth webinar, Escape the everyday, recorded 16 September.
Please note information provided in these responses was correct at the time of recording.
Yes, we are looking at what we can do to extend January to March. This will be contingent on the situation with the pandemic so we will be monitoring if anything needs to change.
Yes, this is a pan-UK campaign being run in partnership with the nations. The campaign is branded GREAT Britain & Northern Ireland and will include content from across the nations and regions.
Yes, London will be included within the campaign.
If you click on 'Download campaign toolkit and asset' on https://www.visitbritain.org/download-escape-everyday-campaign-toolkit it should download as a zip file for you to access. If you have any problems please email brand@visitbritain.org.
Please review the toolkit on our corporate website for details on how to get involved in various ways: https://www.visitbritain.org/download-escape-everyday-campaign-toolkit.
We recommend using Know Before You Go on your own channels when it comes to practical information and using Escape the Everyday as a wider inspiration message alongside any messaging of your own you are running.
This is a VisitEngland webinar series but the campaign branding is GREAT Britain & Northern Ireland and we are working with the nations and regions on this campaign, which will cover all of the UK.
A listicle is an article that is presented as a list of attractions/locations. If you've seen Buzzfeed articles, that's the general gist! Please see the following page for an example: https://www.visitengland.com/escape-the-everyday-autumn-breaks
Businesses do not advertise on VisitEngland. The campaign is an open platform available to the whole tourism industry to use. Please review the toolkit for more details.
Pre-nesters are 18-34, typically without children in household. Please see more details in our consumer sentiment reports.
The Escape the Everyday campaign is prioritising pre-nester and family audiences. However, many of the media partners we are working with have a broad reach and we do not want to alienate any audiences. We believe the activity we are running will have a halo impact on many audiences.
We are continuing Know Before You Go messaging on our own channels, which encourages consumers to check information before they travel. We are also encouraging consumers to look for the 'We’re Good To Go' industry standard, which is a mark that indicates businesses are operating in line with government and public health guidance. In our assets, we are being very careful to show either couples, families, or less than 6 people. The reassurance message and safe, responsible travel underpins our inspiration message.
The campaign will promote cities, coast and countryside, including London. We have developed need states and an experience framework, as seen in the webinar, that works across all destination types. Cities, including London, feature in our hero assets. Through all media partnerships, we will be including city content.
We have developed contingency plans based on several different scenarios, including another lockdown. In the event of a national lockdown then we will pause our paid activity and revert to the previously used armchair travel inspiration content on our owned and earned channels to continue to encourage audiences to dream and plan until they can travel again.
Please see the toolkit for more details. You can share press releases, short bullet point updates, images etc.
A GIPHY sticker is an animated sticker that you can use within social media posts – see examples at: https://giphy.com/stickers. Stickers are used very often on Instagram Stories. When you create an Instagram Story, you can search for a “GIF” – if you search “Escape the Everyday” then our set of GIPHY stickers will come up.
Please see details of our need states and experience grid in the webinar recording. We have developed need states and experiences that should work across a range of destination types as well as a range of attractions. These will then be included in relevant website articles, social content and within our media partnerships. In addition, we are continuing to encourage consumers to look for the' We’re Good To Go' Industry Standard, including using the new business finder map at https://goodtogo.visitbritain.com/discover .
We are continuing Know Before You Go messaging on our own channels, which encourages consumers to check information before they travel. We are also encouraging consumers to look for the 'We’re Good To Go' industry standard, which is a mark that indicates businesses are operating in line with government and public health guidance. We have just produced a new consumer-facing video asset promoting the mark. This will be distributed via video on demand and paid social from week commencing 21 September.
We are continuing to consumers to look for the 'We’re Good To Go' industry standard, which is a mark that indicates businesses are operating in line with government and public health guidance. We have just produced a new consumer-facing video asset promoting the mark. This will be distributed via video on demand and paid social from week commencing 21 September.
Please do take a look at the campaign toolkit for details of how to get involved and useful links and contacts.
Please see details of our need states and experience grid in the webinar recording. We have developed need states and experiences that should work across a range of destination types as well as a range of attractions, both indoor and outdoor. These will then be included in relevant website articles, social content and within our media partnerships. In addition, we are continuing to encourage consumers to look for the 'We’re Good To Go' Industry Standard, including using the new business finder map at https://goodtogo.visitbritain.com/discover. Our campaign toolkit explains in more detail how to use the campaign and get involved.
Please see details of our need states and experience grid in the webinar recording. We have developed need states and experiences that should work across a range of destination types, including traditional seaside resorts. These will then be included in relevant website articles, social content and within our media partnerships.
If you search “escape the everyday” on the Giphy website and click on “stickers”, our ETE stickers will come up.
Please email pressandpr@visitbritain.org – our England PR team works very closely with our partners in the nations and we are collaborating on activity, including an influencer swap.
Share with us via your social channels will be the best way please! Use the hashtag #EscapeTheEveryday.
The Escape the Everyday campaign is prioritising pre-nester and family audiences. However, many of the media partners we are working with have a broad reach and we do not want to alienate any audiences. We believe the activity we are running will have a halo impact on many audiences. For example, TV advertising and newspaper supplements will allow us to reach a broader audience.
Yes, it is something we are keen to test in this campaign.
We are running a regular domestic sentiment tracker where you can access the reports.
We are currently planning activity through to end of March 2021. If you are interested in working with us in this period, please email press@visitengland.org.
Please see details of our need states and experience grid in the webinar recording. We have developed need states and experiences that should work across a range of destination types as well as a range of attractions and experiences, including paid activities. These will be included in relevant website articles, social content and within our media partnerships.
No, as long as you follow the guidelines in the toolkit, there is not an approval process. If you would like advice, please email brand@visitbritain.org.
We are continuing Know Before You Go messaging on our own channels, which encourages consumers to check information before they travel. We are also encouraging consumers to look for the 'We’re Good To Go' industry standard, which is a mark that indicates businesses are operating in line with government and public health guidance. We have just produced a new consumer-facing video asset promoting the mark. This will be distributed via video on demand and paid social from week commencing 21 September.
