Promote your Microgap opportunities

In the newest iteration of our domestic marketing campaign, we are establishing a new travel trend – Microgapping. With all the enriching and fulfilling experiences of a gap year packed into short breaks in the UK, it is the new way to explore.

#MyMicrogap 

VisitEngland statistics show that 16-to-34 year olds had the lowest growth across all age groups for taking holidays at home during the last decade, 2008 to 2018. The #MyMicrogap campaign, now in its second year, follows research by VisitEngland into the travel habits of young Brits which showed that less than a quarter (24%) of 18-to-34 year olds were likely to take a career break to travel in the next three years.

The concept of a "microgap" – defined as “The best bits of a gap year in a few days. Right here in the UK.” – was introduced to enable young Brits to experience all the fulfilling and enriching activities of a gap year in just a few days.

The idea of ‘microgapping’ appealed to almost two-thirds (64%) with more than half (57%) likely to take a microgap during the next three years. Research showed that young people keen on taking a microgap wanted the same self-development opportunities typical of a gap-year. Top activities and experiences sought were wellbeing and relaxation, visiting iconic landmarks, trying local food and drink and seeing nature and wildlife.

From 2 September-31 October 2019, a 30-second educational clip explaining what a Microgap is and a series of five 10-second videos dedicated to the need states of Go Wild, Learn More, Switch Off and Give Back were live across video on demand, paid social, digital display and for the first week also billboards.

Over the coming months, further activity will go live working with Ladbible Group and commercial partners as well as on own channels ensuring to further educate the audience on microgapping and enabling them to book their own microgap focusing on one of the four need states

View the 30 second online ad:

How to get involved

You can get involved by uploading whole microgaps and/or videos and images of microgaps in your destination or at your product on social media using #MyMicrogap and #loveUK to really make this new trend take off and be part of our curation process. See our assets below including videos and animated stickers.

 

Take part in #MyMicrogapMonday Twitter Chats on @VisitEngland 

Monday, 18 November 2019 at 10am

Focus: Learn More 

On Monday 18 November at 10 am we will tweet an invitation to our followers to share examples of their favourite microgapping activities in their area which fit into the "Learn More" need state. It would be great if you could participate by replying to that tweet. Please share one experience per reply, and make sure you include a photo or video, a link to where to book / find out more about the activity, and the #MyMicrogap hashtag. You are welcome to reply more than once!

Examples of how you could reply:

A screengrab of a tweet by Classic Glamping on microgap A screengrab of a tweet by Lakes Culture on microrap

 

Dates of subsequent #MyMicrogapMonday Twitter Chats:

  • Monday 25 November, 10am: Give Back focus
  • Monday 2 December, 10am: Go Wild focus
  • Monday 9 December, 10am: Switch Off focus

 

#MyMicrogap toolkit

Microgap stickers

Use our bespoke set of animated gifs when posting your Instagram stories. Simply enter “microgap” into the Gif search for a host of eye-catching options to promote your microgaps!

A selection of stickers. Including #mymicrogap, Go wild, new skills, a mini van, road signs with the text Happy place and My microgap, a fist with the text smashing it and a bonfire with the text go wild

Watch and download the campaign films

 

#MyMicrogap...10s teaser

#MyMicrogap...Switch off

#MyMicrogap...Learn more

 

 

 

 

 

 

 

#MyMicrogap...Give back

 

#MyMicrogap...Go wild