VisitBritain

USA Co-operative Partnership Marketing Campaign 2024

Register your interest to be part of our 2024 multi-million pound international co-operative consumer marketing campaign.

USA Co-operative Partnership Marketing Campaign 2024

Following the great success of our pilot US Co-operative Marketing Campaign from March to May 2023, we are planning the next iteration of our Co-operative Marketing Campaign this autumn 2023 to early 2024.

We will again leverage our media partnerships and deliver a collaborative digital campaign platform in which tourism industry partners can invest and participate. This campaign will extend the impact and reach of VisitBritain’s brand solus message, ‘Come See Things Differently’, and increase the opportunity for developing incremental business to Britain.

Launching in late November 2023, we will seed the media programme with a baseline investment of GBP £450,000 aimed at generating consumer awareness and stimulating consideration to visit Britain among travel intenders. This will be followed by the industry partner phase focusing on prospecting, re-targeting and conversion which will run from January to March 2024.

At a glance

Campaign dates: November 2023 to March  2024

  • Phase one: 30 November 2023 to 30 January 2024
    • VisitBritain only (driving awareness and prospecting)
  • Phase two: 30 January to 31 March 2024
    • Campaign partners (re-targeting and conversion)

What do I get?

Following the great success of our pilot USA Co-operative Marketing Campaign from March to May 2023, we are planning the next iteration of our Co-operative Marketing Campaign this autumn 2023 to early 2024.

We will again leverage our media partnerships and deliver a collaborative digital campaign platform in which tourism industry partners can invest and participate. This campaign will extend the impact and reach of VisitBritain’s brand solus message, ‘Come See Things Differently’, and increase the opportunity for developing incremental business to Britain.

Launching in late November 2023, we will seed the media programme with a baseline investment of GBP £450,000 aimed at generating consumer awareness and stimulating consideration to visit Britain among travel intenders. This will be followed by the industry partner phase focusing on prospecting, re-targeting and conversion which will run from January to March 2024.

Aims and objectives

  • We will deliver value to industry by seeding the program with an initial investment of an approximately GBP £450,000 media buy to generate awareness and stimulate consideration to visit Britain among travel intenders.
  • We will offer opportunities for industry to capitalise on this interest by expanding on VisitBritain’s marketing objectives to include engagement and conversion.

Business objectives:

  • Make Britain the destination of choice in the USA, Britain’s most valuable inbound visitor market, by driving incremental consideration to visit and bookings in 2024, especially in the off-peak, shoulder seasons.
  • Increase consideration among inbound visitors to choose Britain as their next overseas trip over competitor destinations.
  • Achieve cut-through and engagement with audiences to ensure campaign impact.
  • Drive and track incremental visitors, nights and spend from key US cities to Great Britain.

Campaign objectives:

  • Build upon the success of Co-op Pilot Campaign completed in spring 2023:
    • Re-engage with the valuable data pool of users with travel intent to visit Britain that were gained through the Pilot programme.
    • Continue to develop and build on new engagement and conversion opportunities to industry.
    • Continue to provide additional search and booking insights.
  • Expand upon existing media partnership programme to provide a collaborative marketing campaign platform that US- and UK-based tourism industry partners can buy into. 
  • Inspire and influence US Experience Seekers (25-44 years old) to see Britain as a dynamic and diverse destination.
  • Provide partner investment levels in the following three investment tiers:
    • USD $15,000 / GBP £12,195*
    • USD $30,000 / GBP £24,390*
    • USD $50,000 / GBP £40,650*
      • Note that investment can be scaled up depending on partner interest and capabilities.

*Notes about the exchange rate:

  • Exchange rate used above is £1 GBP = $1.23 USD.
  • Partners can be invoiced in either US dollars or pound sterling using the exchange rate effective at time of actual billing.
  • The campaign budget and three investment tiers are set in US dollars to minimise currency exchange fluctuations.

Media channels and budget

Media channels: 

Digital content box, display, native and paid social.

Budget:

  • VisitBritain investment: approximately GBP £450,000
  • Co-op partners’ investment goal: GBP £450,000
    • Note that total partner contribution is an estimate pending final investment levels.

Partner eligibility criteria

  • Number of partners: Building on the experience of the pilot campaign run last year, we are seeking to recruit a minimum of 12 partners, depending on investment levels.
  • Business focus and target audience: Applying businesses must be targeting US consumers (B2C). No travel agent or B2B element is included in this campaign.
  • Business location: Applying businesses must have a permanent place of business in the US, Canada, England, Scotland or Wales.
  • Eligibility: Applications will be considered according to partner eligibility criteria.
  • Categories:  This co-operative marketing campaign is open to the following eligibility categories:
    • Destination marketing organisations (DMOs);
    • Airlines (must have direct service between the US and UK);
    • Hotel(s);
    • Car rental companies;
    • Tour Operator (US- or Canada-based headquarters only);
    • Entertainment (theatre, live events);
    • Rail operators and other transportation providers (ferries, bus);
    • Tours and activities;
    • Museums and attractions;
    • Designer outlet shopping centres.

What company categories are ineligible to participate? The following types of companies and organisations are ineligible for this campaign and so cannot apply:

  • Destination management companies (DMCs);
  • Travel agency consortia;
  • Tourism business improvement districts (TBIDs);
  • Online travel agents;
  • Sole traders;
  • Membership organisations representing solely a sectional interest-group within the tourism and hospitality industries, such as hotelier associations and attraction groupings.

Register your interest

Register your interest

  • Registrations of interest must be submitted via the online form no later than Monday 13 November 2023 to be considered as a potential partner for this campaign. Registrations received after 13 November 2023 will not be considered.
  • Note that registering interest is non-binding and is not a commitment to participate.
  • Following the registration period, our partner agency MMGY Global will follow up with all interested parties on behalf of VisitBritain to provide further details.
  • Registrations of interest must be submitted via the online form no later than Monday 13 November 2023 to be considered as a potential partner for this campaign. Registrations received after 13 November 2023 will not be considered.
  • Note that registering interest is non-binding and is not a commitment to participate.
  • Following the registration period, our partner agency MMGY Global will follow up with all interested parties on behalf of VisitBritain to provide further details.

Australia Market Opportunity 2024/2025

VisitBritain is pleased to announce an expansion of the Co-op Marketing Campaign program coming to Australia in fiscal year 2024/2025. This development comes on the back of strong recent performance, with Australia rising to be the fourth largest market in direct visitor expenditure in the UK for 2022, and having a propensity to go further with a 17-day average length of stay.*

As an initial step, VisitBritain has opened an expression of interest portal. Please note that registering interest is non-binding and is not a commitment to participate, however expressing interest will give industry the chance to stay up to date with campaign developments, and the opportunity to give feedback on preferred campaign timelines.

*Source: International Passenger Survey 2022

Contacts

MMGY Global – Industry Partner Recruitment:

VisitBritain offices: