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. 

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 (BA) 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.


Love is GREAT activities with the LiGay Football League

We partnered with the British Consulate to work with the Brazilian National LGBTQ Football League, LiGay at a tournament on 2-3 November 2018. 

Love is GREAT branding was used throughout the grounds, creating numerous photo opportunities for social media posts by the players from across 16 teams. Media opportunities as well as speaking and photo opportunities helped increase awareness and drive editorial coverage to encourage visitors from Brazil to come to the UK.


US content producers share Britain travel recommendations in new podcast series

In partnership with British Airways and American Airlines, we worked with Slate Studios and three American producers on a series of podcasts to inspire more US visitors to Britain. The series follows their experiences as they discover locals’ recommendations around food, culture and adventure across Britain.

The podcasts are available to download from iTunes and have already generated 14,000 downloads in their first two weeks.




Year three of US Manchester Gateway partnership campaign launched

The third year of our US Manchester Gateways Partnership launched on 21 May, encouraging US visitors to choose Manchester, Northern England and Northern Wales as destinations.

The partnership will help drive awareness of Virgin Atlantic's seasonal non-stop flights from Boston and San Francisco to Manchester airport. The thrice weekly flights from San Francisco are the first flights to fly directly between the cities.

The campaign promotes Manchester as the gateway to the north of England, featuring the wealth of experiences that are unique to the area, from llama trekking to live music. The website offers visitors a range of itineraries based on themes inspired by I Travel For... passion points including unexpected, bliss, thrills and characters. 

Working with media partners on both sides of the Atlantic, the campaign will run throughout the summer to produce further engaging content and itineraires for the US market.


Promoting unexpected Britain through the launch of the Honor 10 smartphone

On 15 May our CEO, Sally Balcombe and President of Honor, George Zhao launched the new Honor 10 smartphone to over 500 international media and 300 guests at an event in London.

We have been working with partners to identify Chinese and British influencers to help amplify the reach of the launch. Three influencers have been selected to explore the unexpected in Britain through bespoke itineraries created by VisitBritian. Their images will showcase Britain through the lens of the Honor 10 on their social media channels.  The public entry campaign #AIMAZING will launch later this month.


Showcasing London to the US market with British Airways 

To celebrate the first direct flight from Nashville to London in more than 20 years, we have partnered with British Airways (BA) to promote the new non-stop service, which began on 4 May.

Sculptures of iconic British landscapes including the Queen, Big Ben, Tower Bridge, the Union Jack and the Royal Guard were placed in Nashville locations, highlighting the historic links between London and Nashville. The icons were on display until 6 May. As part of the activity we ran a competition with British Airways where a lucky Nashvillian will win a trip for two to London with three nights’ accommodation at a four-star property.

Inspiring more Chinese visitors to explore Great Britain 

On March 5 we launched a new digital campaign in partnership with Ctrip, one of China’s largest online travel agencies, to inspire Chinese visitors to explore Great Britain through a series of captivating images, video and content using our new ‘I Travel For’ creative.



Partnership with easyJet

Our latest partner campaign with easyJet is now live in key cities across Europe.

The campaign is running through March 2018 in Germany, Spain, Italy, France and the Netherlands and uses a mix of inspirational destination content and a compelling fare to motivate our target audience to travel to Britain now. The channels that are being used include radio, digital, influencer and 360 video.


British Airways promotes UK travel in China campaign imageryBritish Airways promotes UK travel in China

We have announced a new partnership with British Airways to promote Britain in China and encourage visitors to the UK.

The campaign, which runs from 8 November to 8 December 2017, will focus on younger audiences in Shanghai and Beijing in the first phase using digital and social media. Flash ticket sales and special discounts will be offered to encourage take-up.

A second phase will target promotion in the financial media aimed at business class travellers.


New partnership with Studiocanal on film tourism campaign for Paddington 2 movie  

We have launched a new campaign to tempt international visitors to come and discover the wonders of Britain in a new Paddington 2 film tourism campaign in partnership with Studiocanal.

The sequel, which will be in UK cinemas from 10 November 2017, follows Paddington as he explores London. Among the many iconic locations featured in the film are Tower Bridge, St Pauls Cathedral, London Paddington station, Portobello Road and Little Venice.

VisitBritain’s digital and social media campaign drives online traffic to a campaign hub on Visitors to the site can explore Paddington-themed content, including a shareable interactive marmalade-inspired menu and bookable bear-approved visitor experiences. They can also enter a competition to win a family trip to Britain to explore London and beyond by train, highlighting the ease of travelling around the UK.

The hub also features a ‘user-generated’ feed of content, with visitors encouraged to upload their own Paddington-inspired experiences in Britain, using #Paddington2 and #PaddingtonsBritain.

Inspired By...VisitBritain and BBC Worldwide launch documentary-style films in the US with BBC StoryWorks

As part of VisitBritain’s global partnership with BBC StoryWorks, we have produced four two-minute documentary style films that will air on BBC World News to an American audience between October 2017 and March 2018. The films challenge perceptions of traditional Britain, offering a modern take on the stunning landscapes, culture, fashion and history, and will air on BBC World News to an American audience from October 2017 to March 2018. 

Focusing on London, Manchester, Scotland and Wales, the films each feature a well-known local personality; Dr. Shini Somara, Stanley Chow, Siobhan Mackenzie and Gethin Jones. The ‘local heroes’ showcase and talk about how their British roots have inspired them.

Kingsman: The Golden Circle partnership campaign

We have launched a six-week global campaign in partnership with MARV Films, 20th Century Fox and Expedia to inspire people to book a Kingsman-inspired holiday to Britain. The campaign includes a “Kingsman takeover” on a bespoke VisitBritain Expedia content platform where visitors can explore Kingsman-themed content including information about the British filming locations, details of visitor experiences and can create and book itineraries for their trip to Britain, which can be shared with friends through social media. Visitors can also enter a competition to win a Kingsman-themed trip to Britain.

Kingsman: The Golden Circle was filmed across Britain and features iconic landmarks including Savile Row, Hyde Park, Eventim Apollo (formerly Hammersmith Apollo) and the Greenwich Royal Naval College in London. Other filming locations include Principality Stadium in Cardiff, Wales and GlenDronach Distillery in Forgue By Huntly, Scotland.

Partnership to attract visitors from Australia

We have partnered with Australia’s biggest retail travel brand Flight Centre on a two-week campaign to target Flight Centre's Explorer audience who are planning their next UK/Europe holiday.

Using an adaptation of our 'Home of Amazing Moments' creative assets, the campaign combines tactical packages from product companies Infinity Holidays, Etihad Airways and Globus Touring, over  a range of channels including a dedicated Edinburgh episode of a new Flight Centre TV series currently on air in Australia, and a new Travel Ideas magazine focussed solely on the UK.

The match-funded campaign will run until the end of November.

Campaign with Xiami Music to reach Chinese millennials 

We have launched a music campaign in collaboration with online music platform, Xiami Music, to encourage young people across China to visit Britain.

The campaign is part of the larger Spirit of Youth initiative, which was launched last week in Beijing by HRH Princess Royal and the British Ambassador to China, Barbara Woodward. Partnering with the British Council, British Airways, Jaguar Land Rover and International English Language Test System (IELTS), the campaign features a programme of themed events and activities including culture and creative, sport and tourism that will take place over six months.

Running from 4-18 July, Xiami Music will promote a British music playlist including Adele, Coldplay and Bowie, and highlight destination information to young millennials via the online platform and app. Individuals will also have the opportunity to enter a competition to win a trip to Britain.

British Famous campaign in partnership with British Airways and American Airlines

We are working in partnership with American Airlines and British Airways to inspire more US visitors to Britain. The ‘British Famous’ campaign will run online and features British comedian, Diane Morgan, in a series of four videos as she attempts to ‘make it’ in America by transforming herself into what she believed Americans will love – a self-help guru, an action star, a hipster foodie and a rock star - whilst promoting England, Scotland and Wales along the way. The videos will be released across multiple platforms in the U.S, and will drive online traffic to a hub filled with destination content from VisitBritain and tactical fares and offers from American Airlines and British Airways, converting the inspiration to visit into bookings. In addition to the campaign, the joint business agreement between American Airlines and British Airways will see more routes and flights to Britain than any other airline partnership.

Where stories become legends film campaign

To celebrate the release of King Arthur: Legend of the Sword we have launched an international film tourism campaign to showcase why Britain is a legendary tourist destination. The six-week ‘Where Stories Become Legends’ digital campaign, a non-commercial partnership with King Arthur: Legend of the Sword, in cinemas this May from Warner Bros. Pictures and Village Roadshow Pictures, inspires people to book a film-inspired holiday to Britain using #OMGBLegends (Oh My Great Britain ‘Home of Legendary Moments’). 

The campaign will run across Facebook, Instagram, Snapchat in the US, France, Germany and Australia as well as VisitBritain’s owned channels.

New non-stop British Airways flight to London from New Orleans

To mark the launch of British Airways' new direct service between New Orleans and London we are running strategic PR and media activities including a social media engagement campaign using the hashtag #BALovesNOLA and a media and influencer event to promote the route.  An installation of iconic British people, places and things has also been set against New Orleans landmarks.

To commemorate the launch of the only non-stop flight between New Orleans and Europe, British Airways and VisitBritain are giving away a trip to London including two round-trip tickets from Louis Armstrong New Orleans International Airport and a four night stay whilst there.

Inspiring visitors from South Africa to book a trip to Britain

We have partnered with British Airways to launch our #OMGB - Home of Amazing Moments campaign in South Africa, as part of the campaign, British Airways is offering discounted airfares of up to 20%.

The campaign also includes a competition to win a trip for two from South Africa to the UK, competition winners will be able to experience one of four amazing moments - from riding the world’s fastest zip line in Wales or relaxing at a spa in Cardiff to living like royalty at a Scottish castle or soaking up the atmosphere at a Manchester United football game.

Search for the biggest Premier League fan 

After successful campaigns in Norway and China where we have found the biggest Premier League fans we have launched the campaign in America. Entrants have to record a short video explaining what makes them the biggest Premier League fan in America. The US ranks fourth globally for the number of overseas visitors to Britain who watch a live Premier League match during their trip.

In Norway we teamed up with Norwegian broadcaster TV2 and #KulTour to find their biggest Premier League fan. We also ran the competition in China, partnering with SuperSports, China’s official Premier League broadcaster. Winners of the competition will be sent on their dream trip to the UK to attend a Premier League match.Through our Football is GREAT campaign, we’ve encouraged visitors across the world to travel to Britain and enjoy a Premier League football match, as part of our drive to get tourists out exploring more of regional Britain. Find out more about football tourism.

It all starts in Manchester

We have partnered with Virgin Atlantic and Marketing Manchester to showcase Manchester and the North through four holiday films based around sport, culture, outdoor activities and nightlife shot in a first person camera phone photography style to be in a social media tone. The campaign is running across Instagram and Facebook and supported with digital banners on various travel websites in the US driving consumers to engage further on the content hub. The website content has been grouped by the four key themes with a focus on practical information and links through to comprehensive itineraries showing users how to experience their #OMGB moments in Manchester and the North, including places to stay and how to get around Manchester and the surrounds.

Britain’s rail journeys receive a boost in Australian market

We have launched a new campaign, ‘Extraordinary Rail Journeys of Britain’, in partnership with Tempo Holidays, which will see eleven new regional rail itineraries promoted to Australian consumers. Packages include accommodation and rail passes to encourage visitors to explore local destinations.

Tempo Holidays are a well-known Australian tour operator that are also apart of Cox & Kings travel company. Tempo Holidays reservation staff will take part in bespoke training sessions to help them promote the best rail journey to meet their customer’s needs. New product launches are taking place in Sydney, Melbourne, Brisbane and Perth.

Reaching Millennials through music in partnership with STA Travel

We have partnered with STA Travel on a digital campaign to target millennials from Australia, New Zealand, USA and Germany. The campaign features Bestival, Boardmasters and Festival No 6 as the hero imagery to inspire consumers through STA Travel’s social media channels to visit their website.

The content hub landing pages encourage visitors to explore more about these iconic music festivals and the wide range of unique experiences available in Britain including horse riding in the New Forest, canyoning in Dorset, Stonehenge, football at Old Trafford, Windsor Castle, Via Ferrata and much more. This content rich campaign running until 31 March 2017 features videos, blogs, travel offers and user generated content.


Making Britain 'the only place you need to go' 


To continue to grow the valuable US market and position Britain as a warm and welcoming destination, offering a wide range of experiences, we’ve partnered with Expedia to produce a 30 second television commercial that is running for six weeks on US television with primetime slots as well as during shows with an organically British themes. Destinations featured include London, Manchester, Cornwall, Wales and Scotland – each presented by a fun and dynamic local guide from across Britain. The second phase of the campaign will be launched in early February.


Working with commercial partners to build on our #OMGB Home of Amazing Moments campaign

In October – December 2016 we partnered with British Airways, Etihad, Flight Centre, Hainan Airlines and Qatar Airways to increase the reach of our #OMGB (Oh My GREAT Britain) Home of Amazing Moments campaign and encourage people to explore Britain. We are showcasing what Britain has to offer through regional gateways in the UAE, India, Australia and New Zealand through our activity with Etihad and Qatar Airways. Also in Australia we are promoting regional Britain through bespoke itineraries focussing on culture, countryside and food and drink that are featured in Flight Centre stores throughout the country.  

For the first two weeks of November in partnership with British Airways we promoted travel between Beijing/Shanghai and London through digital and social media targeting social pioneers and cultural adventurers.

Bringing football home with the Premier League

We are now in the ninth season of our ongoing partnership with Premier League, focusing on converting football fans into visitors to Britain. Capitalising on the huge global appeal of the Premier League – the world’s most-watched football competition – our Football is GREAT campaign aims at increasing the number of football visitors to Britain.

So far we have generated PR coverage reaching over 137 million people. In addition we took part in BPL Live! for the second time, the official Premier League fan event, held in Cape Town, South Africa in March 2015 where we received exposure to over 35,000 fans who attended the free event. 

To further encourage football fans to come to Britain we sponsored the Premier League Fantasy Football grand prize, a trip to Britain. This gave us exposure to over 3.7 million fans who took part in Fantasy Premier League, an increase of 200,000 entrants compared to the previous season.

Our social media posts reached more than 2.4million people across the season with bespoke social content including a new #OMGB football video generating over 1 million views in one week through video seeding

International football fans planning a trip to Britain can find everything they need to know, through our dedicated Premier League content hub.


Welcome to Britain campaign

We’ve partnered with British Airways to share the ‘Welcome to Britain’ message to inspire US consumers to travel now. The value campaign is targeting leisure and business travellers encouraging them to book now to experience the amazing moments you can only get in Britain. The flash sale runs for two weeks on ending 12 July, we are supporting the campaign through PR activity, social media and print advertisements.

We are also looking at mounting a campaign in the Gulf, Far East, Middle East and Africa where sentiment seems to be positive and the price advantage given the weakness of the Sterling has been well understood.

Inspiring people to engage and share their Wimbledon experiences 

To coincide with this year’s Championships we are running social media activity from 27 June-10 July showcasing Wimbledon as an ‘amazing’ moment to feature in our ongoing #OMGB campaign. We are sharing the spirit of Wimbledon with people across the world highlighting how the experience is unique to Britain.
Consumers and the tourism industry are being encouraged to share their Wimbledon-inspired experiences on social media using hashtag #OMGB and #Wimbledon as well as visiting our Wimbledon campaign page. A consumer competition is running in the USA, China and France giving entrants the chance to win Wimbledon merchandise. 

#OMGB (Oh My Giant Britain) - 'Where Giant Dreams come to Life' 

To celebrate the 100th anniversary of Roald Dahl’s birth and in the run-up to the launch of the film adaption of The BFG we are showcasing to the world what makes Britain a GIANT - and family-friendly - tourism destination.We have launched an international ‘Where Giant Dreams come to Life’ film tourism campaign in our first-ever collaboration with Disney, producer of The BFG.  The film, directed by Steven Spielberg and based on the book by Cardiff born author Roald Dahl, was filmed at locations across Britain including Blenheim Palace, London, the Isle of Skye and Bamburgh beach in Northumberland. The BFG film launches in the US on 1 July and in the UK on 22 July. The £350,000 six-week digital and social media campaign showcases magical, mysterious and dreamlike moments that can only be experienced on a trip to Britain. The campaign features a set of exclusive images featuring a selection of giant landmarks in Britain, including the Angel of the North, Big Ben, Isle of Skye and the lions at Trafalgar Square. 

These images, and other giant visitor experiences across Britain are being promoted across our online and social media channels adapting our #OMGB (Oh My GREAT Britain) to ‘Oh My GIANT Britain.’ The campaign also wants people to upload their own images of ‘giant’ experiences and locations in Britain to their own social channels.

Shakespeare Lives - Play Your Part

We’ve partnered with the British Council, Department for International Trade, FCO and the GREAT campaign to promote the destinations behind Shakespeare on the 400th anniversary of his death, through a new campaign Shakespeare Lives - Play Your Part. The campaign celebrates his work and aims to improve perceptions of the UK as a creative and welcoming nation by inviting the world to participate in a unique online collaboration.

To support the campaign, we are promoting Shakespeare-related destinations and locations through our international PR activities including a global press trip that ran in early April for 16 journalists from top press titles and creating a hub for all new and existing tourism content on the Shakespeare destinations. We ran a competition in the US and Spain via our social media channels resulting in 17,256 and 5,603 entries respectively. The prize winners were in Stratford-upon-Avon on the 400th anniversary of the bard’s death to take part in all of the events and celebrations. We also ran a Shakespeare takeover on our consumer social media channels on 23 April live tweeting to showcase the celebrations taking place.