Global partnership campaigns

Nurturing partnerships with government agencies. Collaborating with commercial partners and global brands. Delivering results. Our campaigns spread the Britain message far and wide.

Building on Britain’s rich heritage, strong cultural assets and varied countryside, our campaigns promote the best of Britain, bringing in additional visitors and encouraging them to explore our country. We work in partnership with a range of organisations across the public and private sectors, maximising government investment, providing strong returns for our partners and attracting ever-increasing numbers of visitors. 

Russia Team at British Tourism Days, RussiaBritish Tourism Days 2019

We recently held the British Tourism Days 2019 event at the British Ambassador’s Residence in Moscow and in St. Petersburg.

The event, which was organised jointly with Business Services International (BSI) UK DMC was opened by our Europe Director, Robin Johnson, and launched three new itineraries for the Russian market focusing on food and drink, countryside England and Game of Thrones. Attendees included 150 leading Russian travel agents and 12 UK commercial partners including British Airways; Conrad London St James Hotel; Como Hotels & Resorts; Corinthia Hotel London; The Grand, York; Intercontinental London Park Lane Hotel; Langham Hotel; Warwick Hotels & Resorts; The Westbury Mayfair Hotel, London; Warner Bros. Studio Tour London – The Making of Harry Potter; Abbey College, London School of Business and Finance; and MPW College Group.


Summer in Britain campaign

In June 2019 we launched a new campaign across Europe to promote summer travel to Britain. Targeting five of the UK’s most valuable inbound markets - France, Germany, Italy, the Netherlands and Spain - the digital campaign highlights what makes Britain a must-go destination during the summer. Focusing on the many gateways in Britain the creative content highlights food, outdoor adventure, culture and music experiences to grow regional tourism.

Content is being promoted using a mix of short films, digital display banners and social media advertising to target the 'buzzseeker' audience.  We are also promoting the content across our channels linking users to our dedicated campaign hub where travellers can access destination-specific information to book a trip to Britain.


Ctrip partnership enters its second year

Our partnership with Ctrip, China’s largest online travel agency, has entered its second year with a combined campaign running until March 2019. Using a variety of channels, our activity includes an I Travel For... branded wrap around a metro train on the busiest line in  Shanghai. The train will run for a full month and be seen by 16 million people.


We invited Americans to Find Your GREAT Britain by partnering with US National TV show

We partnered with Live with Kelly & Ryan, the long-running national ABC TV morning talk show, to promote travel to Britain via British Airways for Find Your GREAT Britain. The competition offered seven chances for viewers to win a trip to locations including London, England, Scotland and Wales as well as a grand prize. On Monday 25 February, Paul Gauger, our Deputy Director - Americas presented the grand prize of a trip to England, Scotland and Wales on the stage of the Dolby Theater where the Oscars took place the night before.

New activity in India to encourage regional visits

India's biggest cricket fan competition

In the lead up to England and Wales hosting the 2019 Cricket World Cup, we’ve partnered with ESPNCricinfo to inspire cricket fans in India to book a trip to Britain, travel further and stay for longer. The six-month campaign includes a competition to find India’s biggest cricket fan and promotes the destinations hosting the Indian cricket team this summer. The competition winner will travel to Britain and visit the match destinations of Birmingham, Leeds and London as well as Manchester, Nottingham and Southampton.


Inspiring Chinese visitors to visit the UK 

Our latest campaign with British Airways is live in China and aims to inspire visitors to book their trip to the UK. The campaign delivers targeted marketing to audiences to maximise conversion and has so far resulted in approximately 1 million clicks to BA's website so far.


Reaching Buzzseekers with the Matador Network in the US

We’ve partnered with content marketing agency, Matador Network, in a campaign aimed to boost inbound tourism from the US to Britain. Using video and editorial content to reach our target audience – Buzzseekers, the campaign tells the stories of destinations to inspire visitors to travel further and stay longer.

The activity started in January 2019 and will use video content of London, Southern England, Wales, Northern England, and Southern Scotland on their website. Take a look at the video of Northern England and Southern Scotland.