| New US campaign challenges travellers to “be a Brit different!” | |
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22 February 2007 VisitBritain has announced a new three-year consumer marketing campaign called “be a Brit different.” The new $4 million consumer promotion is designed to position Britain with a twist starting in mid-February 2007. The question will be posed to US travellers who will be teased with details of many unexpected experiences hidden throughout Britain. While everyone loves to see the usual suspects, there are surprising ways to enjoy these sights and others never heard of throughout the country. The campaign is designed to re-invigorate an increasingly competitive US market. As well as tourism destination partners from across the UK, VisitBritain and Virgin Atlantic Airways have formed a strategic marketing alliance. Virgin Atlantic Airways is the official airline partner for this promotion. According to VisitBritain’s Executive Vice President, The Americas, Rupert Peters: “Our recent international passenger survey figures demonstrate visitor arrivals to Britain are up six percent from the previous year. Although these numbers are impressive, VisitBritain is competing with emerging destinations in Asia, Eastern Europe and Latin America for tourists. The new campaign will inspire first time and repeat visitors to discover Britain’s unexpected experiences such as learning to surf in the Gower Peninsula in Wales or attending a concert at Castle Howard in North Yorkshire in England.” The integrated consumer marketing campaign will include advertising (both print and online media), electronic customer relationship marketing (e-CRM), public relations, special events, and an online contest. Throughout the initiative, the “be a Brit different” message will target travelers to uncover the surprising vacations awaiting them in Britain. The print ads will appear in major publications, including Architectural Digest, Condé Nast Traveler, Gourmet, National Geographic Traveler, and Travel + Leisure. The online ads, which will use point roll technology to help consumers unravel Britain’s hidden treasures, will appear on web sites such as:
In addition, there will be an audio podcast on the arts and culture section on www.npr.com from March 1 to April 30 to raise awareness for the promotion. The e-CRM newsletters will mirror the advertising campaign by spotlighting key campaign partners in specific months. The content will showcase both traditional and non-traditional aspects of Britain, along with a value for money message. Throughout the campaign, public relations will play an integral role to raise awareness about the surprising adventures for travelers in Britain. Special events will take place in select U.S. markets to generate a buzz for the one-of-a-kind experiences in England, Scotland and Wales. Travel Trade promotions will also be integrated as part of the three-year campaign. Even prior to the campaign launch, US tour operators and travel planners at the Educational Travel Conference in Baltimore were given a sneak preview into exclusive and unexpected ideas that Britain has to offer. To support this campaign, VisitBritain has developed a user-friendly website to provide consumers with a wealth of information about planning a vacation in England, Scotland and Wales. Each month, the site will highlight a different destination, as well as provide consumers with suggested travel itineraries, signature top 11 “be a Brit different” travel tips, money saving suggestions, and maps of the regions of Britain. Finally, the site will have an online contest for consumers to test their knowledge about Britain. Every month, travelers can enter for the chance to win product prizes such as Johnston’s cashmere items, Royal Crown Derby China, and other British products. At the end of the contest, consumers, who have entered the correct answer in the monthly contests, will then be entered for a chance to win a grand prize – a trip for two to Britain, including premium economy roundtrip tickets on Virgin Atlantic Airways and four nights hotel accommodations. According to Virgin Atlantic Airways’ Vice President of Sales and Marketing, North America, Chris Rossi: “Virgin Atlantic is pleased to partner with VisitBritain for the “be a Brit different” campaign. It offers a great opportunity to promote our unique, award winning products and services with all of the best elements of the British travel experience.” The “be a Brit different” initiative is supported by tourism partners such as England’s North Country, Discover East Midlands, Visit London, VisitScotland and Visit Wales. Virgin Atlantic Airways is the official airline partner for this promotion. For more information about the “be a Brit different” campaign and partnership opportunities across the USA, please contact: David Childs-Clarke - ends - | |
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