“You’ve seen us on TV, now come and make your own memories.” That’s the message VisitBritain is now taking overseas as it uses the end of the London 2012 Games to launch the next stage of the multi-million pound GREAT campaign and sets its sights on Britain breaking visitor records.
Long before the lighting of the Olympic flame, VisitBritain launched a four-year £125 million marketing campaign that aimed to influence an extra 4.6 million people to choose Britain for their next holiday. Such an influx would help inject an additional £2.3 billion to the UK economy by the end of 2015. To capitalise on the increased global interest in Britain, a major £13.5 million marketing push has now gone live with airlines, hotel companies and tour operators offering deals to ensure that, having watched the best of Britain on their screens, overseas travellers decide to experience the real thing for themselves.
New research released by VisitBritain has shown that in cities with GREAT activity, 75% of recent travellers would now consider a holiday in Britain.The image campaign – which has targeted 14 major cities in nine countries – has reached more than 90 million people so far. The latest phase of the marketing campaign includes a seven-month run of print advertising in National Geographic, advertorials in Time Out and on Yahoo!. A key component will involve the release of a new TV ad, ‘Memories are GREAT’, which includes imagery from the Olympic Opening Ceremony, positioned on leading consumer websites across the world.
In partnership with British Airways, £5 million will be invested in the USA, India, China, Japan and the Middle East, encouraging people to visit Britain for their Christmas shopping and the January sales – tied to a special British Airways ticket price.
To help capture the youth market, VisitBritain has partnered with STA Travel and is working within their retail outlets and University Campuses to promote Britain for music, culture and shopping. A digital campaign will also be rolled out with Expedia in France, Germany and Italy. A shopping campaign with Virgin Australia is also underway, with a mixture of digital, radio, print and trade advertising.
Laurence Bresh, Director of Marketing at VisitBritain, said: “The main event may be over, but the hard work begins now. Britain’s image and reputation around the world is riding high and this next stage of our GREAT campaign aims to convert worldwide interest into increased bookings. We have captured the world’s imagination on TV screens over the last few weeks, and now is the time to inspire them to come to Britain.”