In light of the changing restrictions and advice across the UK, we are taking an agile approach to our #EscapeTheEveryday domestic autumn campaign and adapting our messaging and the paid media plan accordingly.
The consumer call to action has changed from “Take a UK break this Autumn” to “Plan your UK break” to help keep UK breaks front of mind for future travel. A supporting call to action of “Check local guidelines on visitbritain.com/escape” also features to encourage consumers to check for guidance on local restrictions before they travel.
The new messaging is being reflected across our paid, earned and owned activity for the campaign.
As the tourism delivery partner for the GREAT campaign, we are working in close partnership with the tourism organisations of London, Northern Ireland, Scotland and Wales to ensure that the campaign activity reflects the current guidance for each region / nation.
What’s been updated?
This latest version of the campaign toolkit continues to offer you flexibility when applying the campaign messaging to your own marketing activity and assets – taking into account the Government’s three-tiered system of local COVID Alert Levels in England.
The updates include:
- Updated messaging and creative – p. 9
- Useful information for consumers - three tiered system in England – p. 33
- Escape the Everyday - how you’ve gotten involved so far – p. 30
We are continuing to closely monitor the changing restrictions and sentiment to ensure we can provide you with up to date guidance and support.
Download the toolkit to join the campaign: