Nationwide tourism company VisitBritain has this week began rolling out its new multi-million-pound worldwide marketing campaign for 2023 to
drive tourism to Britain.
The worldwide GREAT Britain advertising and marketing marketing campaign invitations guests to ‘See Issues In another way’, showcasing Britain as a dynamic, numerous and thrilling vacation spot, packed stuffed with actions to return and revel in now, with a heat British welcome at its coronary heart.
The primary part of the 2023 marketing campaign, with a price range of £9.8 million, will get underway this week and runs till early spring centered on markets the place VisitBritain is seeing sturdy restoration together with the USA, its largest and most precious market, Canada, the Gulf Cooperation Council (GCC) international locations and European markets together with France, Germany, and Spain.
In Europe and the GCC, the ‘See Issues In another way’ promoting marketing campaign – ‘Spilling the Tea on Nice Britain’ – makes use of a play on Britain’s love of tea, by means of vacation spot pictures and brief movies (see launch movie right here) to inform a contemporary and thrilling story in regards to the experiences on provide, exhibiting guests that ‘no matter your cup of tea, we’ve obtained it.’
From a ‘Competition’ tea theme that provides a style of Britain’s reside music scene to a ‘Graffi-tea’ that celebrates its vibrant cities and cultural sights. A ‘Surf’ theme reveals the adventurous aspect of Britain and ‘#nofilter’ its pure magnificence. A ‘Monster Looking’ tea attracts inspiration from myths and legends together with the world-famous Nessie the Loch Ness Monster. A restricted launch of the themed teas, blended by British tea firm Tregothnan, will even be accessible for tastings at VisitBritain promotional and commerce occasions.
In Canada and the USA the marketing campaign, referred to as ‘Pretend (Br)it Until You Make It,’ highlights the richness of Britain’s regional variety. The phased promoting marketing campaign will get underway with quite a lot of native phrases used alongside vacation spot pictures from throughout Britain. Later in March, a sequence of brief movies sees Brits sharing a heat welcome in native accents and dialects selling their locations, encouraging guests to return and probe for themselves. Additionally from late March, a brand new on-line recreation on VisitBritain’s client web site, utilizing machine studying, goes reside the place gamers can have a enjoyable go at mastering the accents, with hyperlinks to vacation spot data to drive bookings.
VisitBritain CEO Patricia Yates mentioned:
“We all know there’s pent-up demand for journey and that tourism can be a fiercely aggressive world trade. Our precedence is to construct on the restoration we’ve seen, competing onerous in markets the place we’re seeing sturdy development, tapping in to motivations for journey now to drive bookings.
“All eyes are on Britain this yr and by telling the story of our dynamic locations and numerous tradition, together with a heat British welcome, we’re inspiring guests to find extra, keep longer and discover year-round, supporting native companies and economies.”
The campaigns additionally plan to seize main occasions in 2023 together with the Coronation of King Charles III in Might and Liverpool internet hosting the Eurovision Music Contest, on behalf of Ukraine, additionally in Might, useful alternatives to indicate Britain’s welcome, creativity and skill to host occasions of the very best caliber.
The campaigns have been developed based mostly on VisitBritain’s analysis into motivations for journey now, with discovering new and stunning experiences excessive on the want listing for its goal audiences and markets.
Each multi-media advertising and marketing campaigns are utilizing a mixture of on-and-offline channels together with brief movies and branded content material throughout social media, digital show promoting, for instance digital billboards within the Paris Metro, and print media. Content material additionally drives on-line visitors to VisitBritain’s client web site with concepts and hyperlinks to actions, sights and experiences themed round ‘See Issues In another way’ utilizing #lovegreatbritain.
VisitBritain is working with companions together with Lastminute.com in Europe and on-line journey market place Wego within the GCC in addition to paid content material partnerships to increase the campaigns’ attain and drive bookings.
It has additionally referred to as for tourism companies, sights and locations to get entangled by sharing native experiences that promote a special aspect of Britain throughout their very own channels utilizing #lovegreatbritain.
Separate campaigns are additionally set to run within the USA to harness the expansion from this market, with customer spending by People up 40% on 2019 based mostly on newest statistics. A marketing campaign is launching in March within the USA with British Airways in addition to a take a look at pilot of a cooperative advertising and marketing programme with trade to drive bookings. Advertising and marketing exercise can be underway by means of VisitBritain’s GREAT Gateway Innovation Fund to spice up visits by means of regional gateways.
VisitBritain’s newest inbound tourism forecast reveals continued sturdy restoration in abroad customer spending this yr. Its newest forecast for 2023 is for abroad customer spending within the UK of £29.5 billion, up 4% on the all-time spending excessive of £28.4 billion in 2019. It estimates 35.1 million inbound visits to the UK, 86% of 2019 ranges.
VisitBritain’s ‘See Issues In another way’ marketing campaign is a part of the UK Authorities’s GREAT marketing campaign.
