Local market campaigns

Highlighting Britain’s hidden gems. Securing blockbuster movie tie-ins. Getting China to rename British landmarks. Find out how we’ve been inspiring the world to visit, through our campaigns.

Britain supplements ​

Covers of our Countryside is GREAT supplement in DIE ZEIT and Le Figaro featuring hikers in the countrysideWe’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.

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

Campaign imagery of Chatsworth House with GREAT Britain logo and Turkish Airlines logoIn 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.

 

Dunes to Countryside and Culture campaign

Dunes to Countryside campaign image of a coastal destination with the GREAT Britain logoWorking 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.

 

There's more to Britain with British Airways

British Airways campaign imagery with a father and son having tea in the mountainsBuilding 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.

 

Wildcard UK

Wildcard UK campaign image with Australian reality star Tully Smith in front of a waterfallJoining 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.

Expedia travel yourself interesting campaign posters of Edinburgh castle, Bath and barrels