Now in its third year, the campaign raises awareness of the UK as a welcoming and friendly destination through amazing Love Is GREAT moments.
VisitBritain Interim Executive Vice President Paul Gauger said:
“From its vibrant cities brimming with culture and heritage to its stunning countryside and romantic retreats, Britain is packed full of incredible experiences that you can’t get anywhere else. This campaign is all about showcasing the sheer diversity of these amazing moments and that a warm welcome awaits you wherever you choose to go.”
To mark this significant anniversary, cultural establishments in Great Britain, including the British Museum and the Tate, are featuring special exhibits and events commemorating the 50th anniversary of the 1967 Sexual Offences Act, which decriminalized homosexual acts in private between two men over the age of 21 in England and Wales. Subsequent acts changed the law in Scotland in 1980 and Northern Ireland in 1982. U.K. cities such as Birmingham (www.birminghampride.com) and Brighton (www.brighton-pride.org) have also just revealed the first details of this year’s Pride celebrations.
About the campaign:
The Love is GREAT campaign will incorporate native content stories, videos, cross-platform banners and promotional units, as well as social syndication via Here Media and Q Digital. The campaign will also feature a sweepstakes with Out.com, entitled ‘Out in Britain’ that awards an all-expenses paid trip for two to the UK. Rounding out the campaign activity, the Love is GREAT website has also been completely updated with the latest events and travel inspiration.
The Love Is GREAT campaign is part of VisitBritain’s larger ’Home of Amazing Moments’ campaign, which was launched in 2016, inspiring visitors to the U.K. to seek out their own amazing experiences and share them on social media using #OMGB (Oh My GREAT Britain).
Britain is offering great value for US visitors right now, as at the end of January 2017, Britain was 13% cheaper for visitors from the US than it was compared to the same month last year. Latest flight bookings data shows that flight bookings from the US to Britain from March to August 2017 are up 38% compared to the same period last year.
Last year was a record-breaker for inbound tourism to the UK with 37.3 million visits, up 3% on 2015 with visitors spending £22.2 billion, matching 2015’s record spend. The figures showed strong growth in 2016 from North America with 4.3 million visits, up 7% on 2015. Comparing growth during the last six years shows there were 7.5 million more visits in 2016 than 2010, an increase of 25%.
Inbound tourism is worth £26 billion to the UK economy.
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