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 marketing campaign invitations guests to ‘See Issues Otherwise’, showcasing Britain as a dynamic, various and thrilling vacation spot, packed stuffed with actions to return and luxuriate 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 targeted on markets the place VisitBritain is seeing robust restoration together with the USA, its largest and most useful market, Canada, the Gulf Cooperation Council (GCC) nations and European markets together with France, Germany, and Spain.
In Europe and the GCC, the ‘See Issues Otherwise’ promoting marketing campaign – ‘Spilling the Tea on Nice Britain’ – makes use of a play on Britain’s love of tea, via vacation spot photos 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 bought it.’
From a ‘Competition’ tea theme that offers a style of Britain’s stay music scene to a ‘Graffi-tea’ that celebrates its vibrant cities and cultural points of interest. A ‘Surf’ theme reveals the adventurous aspect of Britain and ‘#nofilter’ its pure magnificence. A ‘Monster Searching’ 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 out there for tastings at VisitBritain promotional and commerce occasions.
In Canada and the USA the marketing campaign, known as ‘Faux (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 photos 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 shopper web site, utilizing machine studying, goes stay the place gamers can have a enjoyable go at mastering the accents, with hyperlinks to vacation spot info to drive bookings.
VisitBritain CEO Patricia Yates stated:
“We all know there’s pent-up demand for journey and that tourism can be a fiercely aggressive international business. Our precedence is to construct on the restoration now we have seen, competing arduous in markets the place we’re seeing robust progress, 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 various 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 Could and Liverpool internet hosting the Eurovision Track Contest, on behalf of Ukraine, additionally in Could, beneficial alternatives to indicate Britain’s welcome, creativity and talent to host occasions of the very best caliber.
The campaigns have been developed primarily based on VisitBritain’s analysis into motivations for journey now, with discovering new and stunning experiences excessive on the want checklist for its goal audiences and markets.
Each multi-media advertising 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 site visitors to VisitBritain’s shopper web site with concepts and hyperlinks to actions, points of interest and experiences themed round ‘See Issues Otherwise’ 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 known as for tourism companies, points of interest and locations to become involved by sharing native experiences that promote a distinct 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 Individuals up 40% on 2019 primarily based on newest statistics. A marketing campaign is launching in March within the USA with British Airways in addition to a check pilot of a cooperative advertising programme with business to drive bookings. Advertising and marketing exercise can be underway via VisitBritain’s GREAT Gateway Innovation Fund to spice up visits via regional gateways.
VisitBritain’s newest inbound tourism forecast reveals continued robust 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 Otherwise’ marketing campaign is a part of the UK Authorities’s GREAT marketing campaign.