VISITBRITAIN QUICK OFF THE BLOCKS WITH GLOBAL MARKETING PUSH
VISITBRITAIN QUICK OFF THE BLOCKS WITH GLOBAL MARKETING PUSH
Dubai, United Arab Emirates
You’ve seen us on TV, now ‘come and make your own memories’. That’s the message VisitBritain will take overseas today, as it uses the end of 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 £125m marketing campaign which 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 marketing push (£13.5m) has gone live with airlines, hotel companies and tour operators offering fantastic 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 the national tourism agency has shown that in cities with GREAT activity, 75% of recent travellers would now consider a holiday in Britain(1). The image campaign - which has targeted 14 major cities in nine countries that include Brazil, USA, Germany, India and Australia – 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 stunning imagery from the Olympic Opening Ceremony, positioned on leading consumer websites across the world.
In partnership with British Airways, £5m will be invested in the US, India, China, Japan and the Middle East, encouraging people to come to 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 the key markets of 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, this next stage of our GREAT campaign aims to convert worldwide interest into increased bookings. We’ve 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."
- ENDS –
· Research was undertaken in the nine markets where the GREAT image campaign has been running, namely: Australia, Brazil, Canada, China, France, Germany, India, Japan and the USA.
· As part of the global study almost 5,000 potential visitors were asked a range of questions to gauge their interest, consideration and likelihood to visit the UK in the next year and longer term. When asked to recall any travel advertising they had seen for other countries Britain came out higher than its main competitors with a 22% rise in recall of advertising, along with a 15% increase in those saying they had seen one of the GREAT ads.
· Research also showed that around one in three respondents had subsequently gone to VisitBritain.com or discussed Britain with family members because of the GREAT ads
· The “GREAT Britain, You’re Invited” campaign is VisitBritain’s biggest ever marketing programme, worth £100m over a four-year period. In an 18 month period from September 2011 to March 2013 around £35m will have been invested in 21 priority markets around the world.
· Immediately following the Olympic Closing Ceremony, VisitBritain was allocated an additional £3 million to strengthen its GREAT campaign in China. The aim is to treble the number of Chinese visitors coming here to half a million by 2013.
· Inbound tourism figures for the first six months of 2012 show a record 5.6 million holiday visitors came to Britain (up 2% on 2011), with spend also at a record level for the six month period. In 2011 31 million visitors came to Britain and spent £18 billion.
· International tourism already delivers £18 billion each year to the economy – twice the cost of staging the London 2012 Games. By 2020, VisitBritain expects the UK to attract 40 million visits a year. This would deliver an extra £21 billion a year to the economy and support 530,000 additional jobs across the country.
· VisitBritain is Britain's national tourism agency, responsible for marketing Britain worldwide and developing Britain’s visitor economy. A non-departmental public body, funded by the Department for Culture, Media and Sport, we work in partnership with thousands of organisations in the UK and overseas ― the Government, the industry and our strategic partners in London, England, Scotland and Wales ― and seek to ensure that Britain is marketed appropriately around the world.
· Our priority is to deliver a four-year match funded global marketing programme, working with the private sector, which takes advantage of the unique opportunity of the Royal Wedding, the Queen’s Diamond Jubilee and the 2012 Games to showcase Britain and attract new visitors from the tourism growth markets of Asia and Latin America and to reinvigorate our appeal in core markets such as the USA, France and Germany. This campaign aims to attract four million extra visitors to Britain, who will spend an additional £2 billion over the four years.
· We also provide analysis and advice on the issues facing potential visitors, on Britain’s competitive position and the barriers to inbound tourism growth. This is in addition to providing research; market intelligence and analysis to inform the British tourism industry.
The Mx Great Britain app and VisitBritain’s Digital Strategy
· The Mx Great Britain app is available to download for free on all major mobile platforms at www.mobiexplore.com/visitbritain. Where free Wi-Fi is not available, the app can be used in offline mode to help save on any roaming charges. It also helps users find the nearest free Wi-Fi hotspot.
· VisitBritain’s digital strategy is built to inspire international travellers and motivate them to travel to Britain. During the summer of 2012 Britain’s national tourist office will continue to build innovative and engaging ways to explore the amazing range of content created in a wide-variety of different media types such as imagery and video.
VisitBritainShop.com – buy before you fly
· The official shop of the British national tourist authority, VisitBritainShop.com has over 150 products on Britain including travel and transport, sightseeing tours and attraction tickets. A one-stop-shop enabling the planning and purchase of products before arrival, VisitBritainShop.com ensures customers spend their time in Britain enjoying it and not waiting in a queue.
· The VisitBritain shops are made up of 13 local-market websites giving customers the convenience of purchasing in their own currency and language. And with products and discounts exclusive to the international visitor and customer service support in 7 languages, planning a trip to Britain has never been easier.
London Travel Products from the VisitorShop – buy before you fly
· VisitBritain are the official international provider of the Visitor Oyster Card and London Travelcard. They are responsible for the Transport for London VisitorShop – dedicated to providing customers worldwide with all their London travel products. With customer service support and shipping to 58 countries worldwide, the VisitorShop ensures customers are able to make the most of their time in London.