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. 

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.