We’ve produced two Britain supplements promoting the experiences on offer, featuring locations in England, Scotland and Wales. Our 20-page countryside-themed (PDF, 8.8MB) supplement will be circulated over the next week in Germany’s most popular weekly newspaper, DIE ZEIT, as well as through influential daily newspaper in Berlin, Der Tagesspeigel, with copies also available at our Britain stand at the ITB trade show taking place in Berlin next month.
We have also partnered with Figaro Media to produce a Britain branded supplement within Figaroscope (PDF, 2.09MB), a weekly city supplement in the daily newspaper Le Figaro. The branded supplement will be distributed on 10 February 2016 and features British experiences across the themes adventure, countryside, music and food.
#OpenforBusiness campaign launches at Heathrow
We’ve partnered with Heathrow to encourage passengers at Britain’s busiest airport to visit areas of Britain that are now open for business following the flooding in early 2016. Heathrow has offered £500,000 worth of advertising space to feature images of Hadrian’s Wall in Cumbria, Harewood House in Yorkshire, Williamson Park in Lancashire and Crathes Castle in Aberdeenshire. Running for six weeks, the campaign will showcase the areas’ unique attractions to tens of millions of British and international passengers across all of Heathrow’s terminals. The campaign also invites visitors to the areas to share their own images via social media using #OpenforBusiness.
Bollywood Britain campaign
Our latest Bollywood Britain campaign was launched in October 2015 and will run until March 2016. This time we are working in partnerships with Dharma Productions, and their rom com film Shaandaar, and Turkish Airlines. The campaign will focus on the themes ‘Memories, Passion and Adventure’ to encourage Indian visitors to explore Britain. In association with Turkish Airlines we have created a 30 second TVC, which will run for two weeks across eight television channels and it will be featured for a month across key digital media as well as social media channels.
As well as broadcast and digital media, the campaign will also be using print media. In partnership with Lonely Planet India, we have published 5,000 copies of our guide Great Britain – The Bollywood Way which will be on sale for Indian travellers.
New marketing partnership with Turkish Airlines
In October 2015 we signed a new global marketing partnership with Turkish Airlines to attract more international visitors to Britain across the airline's five regional gateways which include Manchester, Birmingham and Edinburgh, as well as Heathrow and Gatwick.
This new partnership will see us develop an international marketing campaign initially focusing on Saudi Arabia, India and other Gulf markets. The campaign will inspire more visitors to explore all the nations and regions of Britain through the airline's current gateways.
Bond is GREAT campaign
In October 2015 we launched a global Bond is GREAT Britain film tourism campaign in partnership with Sony Pictures Entertainment and Metro-Goldwyn-Mayer Studios. SPECTRE is the third Bond film which we have partnered with the Bond franchise. The Bond is GREAT campaign will kick off across more than 60 countries to encourage 007 fans to choose Britain – the home of Bond – for their next holiday.
The campaign will be using a mix of outdoor billboards, print, digital, social media, and a global competition; as well as exclusive ‘behind the scenes’ footage from SPECTRE on www.visitbritain.com/spectre
Dunes to Countryside and Culture campaign
Working with 8 local influencers from our 4 key GCC states, across the course of 6 months, we chose a hashtag which resonates well with all GCC dialects - #NothingNicer - and which is also understandable to a broader audience and is a great conversation starter.
The Dunes to Countryside and Culture Campaign introduces ‘What is the Great British countryside?’ from a GCC national perspective. The first phase of the campaign aims to deliver a unique and engaging campaign inspiring and driving more GCC nationals to think beyond visiting London and to explore more of Britain.
A tactical element will be included in this phase that provides consumers with the opportunity to book similar itineraries to those of the influencers through local travel partners.
Putting Britain's countryside in the spotlight
In 2015, we launched our Countryside is GREAT campaign, joining forces with The National Parks, The Forestry Commission, The Canal and River Trust and Hertz Cars, as well as DCMS, DEFRA and the national tourist boards to position Britain as a place to enjoy modern culture, top-quality food and world-class accommodation in a beautiful landscape.
Building on existing visitor interest in Britain’s countryside, the campaign showcased the nations and regions of Britain, where to find great experiences and how to get there, through initiatives such as The Countryside Collection website and by working through the travel trade. We also collaborated with the BBC to produce a film showcasing the experiences available in the British countryside.
It is estimated that the digital and print campaign reached 15 million people in Germany and 65.3 million in the US.
Minions film campaign
We launched PR-led digital activity surrounding the launch of the new Minions film, which saw the characters come to Britain. A series of geo-targeted posts ran across Facebook and Twitter to incentivise consumers to engage on our channels and win official Minions merchandise. The activity followed our Paddington is GREAT campaign, which looked to engage with a family audience.
There's more to Britain with British Airways
Building on the success of previous campaigns with British Airways, such as the The Big British Invite, our campaign in 2015 used videos to highlight the lesser-known faces of Britain’s regions to an international markets.
Twisting traditional stereotypes of Britain to showcase a more modern, unexpected take on the British experience, the videos were part of a content-led campaign featuring real people, rather than actors, to encourage international visitors to discover authentic experiences and explore the length and breadth of Britain.
The first two videos in the series, High Tea and Red Bus went live in the US, China and India in January 2015. Other videos in the portfolio explored themes including countryside, food, adventure and football.
GREAT Chinese names for GREAT Britain
The GREAT Chinese Names campaign invited Chinese consumers to come up with fitting, amusing and memorable Chinese names for some of Britain’s best-loved attractions, and – importantly – some of Britain’s lesser-known places, which don’t currently have a Chinese name.
In June 2015 the marketing campaign was awarded two gold and one silver award at Cannes Lion, one of the largest annual award shows in the creative communications industry and in October 2015, we received the Best Integrated Campaign at The Drum Dream awards.
The £1.6 million campaign featured 101 British landmarks, covering themes from royalty, shopping, film and literature, to countryside, natural wonders and history.
The campaign encouraged Chinese travellers to Britain to post photos of themselves at these places of interest, along with their suggested Chinese name, on social media channels.
A first for any national tourist board, the campaign was the largest and most successful VisitBritain has run in China. Using giant billboards, social media and digital platforms, magazine, radios and taxis across four Chinese cities, it had a huge reach:
- The campaign site received 1.3 million visits in the campaign period, with 27 million views of the launch video
- 300 million people reached through VisitBritain’s Chinese social media channels
- Press interest from the campaign generated an advertising equivalent value of approximately £2.5 million and over 300 million opportunities to view.
Joining forces with STA travel, we challenged young professionals from Australia and the US to look again at Britain, focusing on some of our less well-known travel spots. The ‘Wildcard UK’ campaign followed Australian reality TV star Tully Smith and US rapper Astronautilus on a ten-day British regional adventure, leading to 14 YouTube videos and backed up by a multi-platform digital campaign.
Travel yourself interesting
Do you know which UK city is built on an extinct volcano? Working with Expedia France and Germany, the Travel Yourself Interesting campaign encouraged travellers to take a fresh look at Britain, focusing on quirky facts about lesser-visited places like Edinburgh, Manchester and Bath. Combining online advertising and posters in train and metro stations, the campaign won several advertising awards, including the Cannes Lion.