What is the “Know Before You Go” campaign?
To support tourism recovery, we are developing an integrated marketing campaign to reassure visitors, build consumer confidence and encourage them to visit responsibly. Our Know Before You Go campaign encourages the public, both domestically and internationally to find out what is open and when and any restrictions in place.
Content will also encourage consumers to look for the “We’re Good To Go” industry standard mark as a sign of reassurance that a specific tourism business has followed government and industry COVID-19 guidelines and has a process in place to maintain cleanliness and aid social distancing.
Is the campaign focused on domestic or international visitors?
The campaign will launch in the UK to begin as the domestic market opens up. As international travel opens up, the messaging will also be relevant for international markets as they begin to plan their future travels and look for reassurance that destinations and businesses are prepared and have implemented COVID-19 checks and procedures.
Will my business feature on the VisitEngland or VisitBritain website, if the application for the standard is successful? How will you be promoting businesses that apply successfully for the standard?
The Industry Standard is a tool and mark for businesses to use in their own marketing to provide a ring of confidence to customers. As part of our reassurance campaign, ‘Know Before You Go’, we will be signposting consumers to “look for the We’re Good To Go” mark as an additional signal of reassurance as they begin to travel again, rather than listing individual businesses.
We are sourcing stories of tourism businesses and people who are adapting and innovating as they begin to re-open for use in our content and PR opportunities – please see our opportunities that focus on or a domestic audience and an international audience.
Can I get involved in the campaign?
Yes - you can be part of our national campaign, we have published a free toolkit that means you can access assets and feature “Know Before You Go” messaging on your own marketing activity. You can download the toolkit from our website. The toolkit will be updated with new assets later this summer as we move to our next marketing phase.
Are you doing any other campaigns?
We are intending to launch a campaign to build international demand later this Summer, as consumer confidence begins to be restored and ensuring visitor demand is being managed in-line with Government advice and guidelines. We will keep you updated.
What are your plans to reassure delegates and international business events / MICE organisers?
The ‘We’re Good to Go” industry standard mark is available to UK venues and business events suppliers to adopt and use it in their own promotion.
We have been promoting a message of reassurance, previewed the industry standard to international business events media and buyers at MeetGB Virtual. The industry standard mark will be part of Business Events’ continued engagement with international buyers and the subsequent international recovery campaign to build demand for the UK.