The first part of the 2023 marketing campaign, with a finances of £9.8 million, will get underway this week and runs till early spring centered on markets the place Go toBritain is seeing sturdy restoration together with the USA, its largest and most respected market, Canada, the Gulf Cooperation Council (GCC) international locations and European markets together with France, Germany and Spain.
National tourism company Go toBritain 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 Things Differently’, showcasing Britain as a dynamic, numerous and thrilling vacation spot, packed filled with actions to return and luxuriate in now, with a heat British welcome at its coronary heart.
The first part of the 2023 marketing campaign, with a finances of £9.8 million, will get underway this week and runs till early spring centered on markets the place Go toBritain is seeing sturdy restoration together with the USA, its largest and most respected 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 Things Differently’ promoting marketing campaign – ‘Spilling the Tea on Great Britain’ – makes use of a play on Britain’s love of tea, by way of vacation spot pictures and brief movies (see launch movie right here) to inform a recent and thrilling story in regards to the experiences on provide, exhibiting guests that ‘whatever your cup of tea, we’ve acquired it.’
From a ‘Festival’ tea theme that provides a style of Britain’s dwell music scene to a ‘Graffi-tea’ that celebrates its vibrant cities and cultural points of interest. A ‘Surf’ theme reveals the adventurous facet of Britain and ‘#nofilter’ its pure magnificence. A ‘Monster Hunting’ tea attracts inspiration from myths and legends together with world-famous Nessie the Loch Ness Monster. A restricted launch of the themed teas, blended by British tea firm Tregothnan, will even be obtainable for tastings at Go toBritain promotional and commerce occasions.
In Canada and the USA the marketing campaign, known as ‘Fake (Br)it Till You Make It,’ highlights the richness of Britain’s regional variety. The phased promoting marketing campaign will get underway with a wide range 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. Also from late March, a brand new on-line recreation on Go toBritain’s client web site, utilizing machine studying, goes dwell the place gamers can have a enjoyable go at mastering the accents, with hyperlinks to vacation spot data to drive bookings.
Go toBritain CEO Patricia Yates mentioned: “We know there may be pent-up demand for journey and that tourism can be a fiercely aggressive international trade. Our precedence is to construct on the restoration we have now seen, competing laborious in markets the place we’re seeing sturdy progress, tapping in to motivations for journey now to drive bookings.
“All eyes are on Britain this year and by telling the story of our dynamic destinations and diverse culture, along with a warm British welcome, we’re inspiring visitors to discover more, stay longer and explore year-round, supporting local businesses and economies.”
The campaigns additionally plan to seize main occasions in 2023 together with the Coronation of King Charles III in May and Liverpool internet hosting the Eurovision Song Contest, on behalf of Ukraine, additionally in May, precious alternatives to indicate Britain’s welcome, creativity and talent to host occasions of the very best calibre.
The campaigns have been developed based mostly on Go toBritain’s analysis into motivations for journey now, with discovering new and stunning experiences excessive on the want checklist for its goal audiences and markets.
Both 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 additionally drives on-line visitors to Go toBritain’s client web site with concepts and hyperlinks to actions, points of interest and experiences themed round ‘See Things Differently’ utilizing #lovegreatbritain.
Go toBritain 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 facet 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 Americans 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 programme with trade to drive bookings. Marketing exercise can be underway by way of Go toBritain’s GREAT Gateway Innovation Fund to spice up visits by way of regional gateways.
Go toBritain’s newest inbound tourism forecast reveals continued sturdy restoration in abroad customer spending this 12 months. 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.
Go toBritain’s ‘See Things Differently’ marketing campaign is a part of the UK Government’s GREAT marketing campaign.
Tatiana is the information coordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her function contains monitoring the tons of of stories sources of TravelDailyNews Media Network and skimming a very powerful in accordance with our technique.
She holds a Bachelor’s diploma in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and he or she has been editor and editor-in-chief in varied financial magazines and newspapers.