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VisitBritain's New CampaignMarch 12, 2007 By: Jennifer Merritt Travel Agent
The country's tourism agency is reaching out to consumers and agents
Despite a six-percent rise in international visitors to Britain over last year, VisitBritain late last month announced that it is making a $4 million marketing push to consumers under a campaign, entitled "Be a Brit Different," in an effort to entice both new and repeat visitors to come to the region.
"Even though we saw our figures rise, since 9/11,
Britain's share has been falling," says Alex Paul, outgoing director of
travel trade for VisitBritain, the national tourism organization that aims to
promote England, Scotland, Wales, Northern Ireland and the Channel Islands.
"We're just trying to reengage the American traveler, and present
ourselves in a different light."
popular destination and recently ranked as the most-booked international summer
vacation destination in 2007, beating out
according to a survey of 389 agencies by the American Society of Travel Agents.
However, when the data is examined by region and country,
as the top destination.
VisitBritain is looking to top that by encouraging consumers
to look at regions beyond the City of
about looking at and visiting
in a different way," says Paul. "You'll see a lot of iconic images repositioned
and in a much more fun light."
VisitBritain's first ad is focused on
leave you wondering, "What's so different and fun about that?"
has more castles than you can think of and everyone's got lots of
castles," Paul admits, "but we're billing it so that you can stay in
the castle, rather than just visiting the castle and moving on. It's more
Castle Howard also features a playground and 1,000 acres of
gardens. This summer, a jazz concert will take place there on July 29 and a
classical music concert on August 18.
"It's just a way of trying to connect with the
than just the iconic place to visit," Paul says. "The consumer wants
to have a real experiential program and a real immersion in cultures they see.
The traveler has changed...people really want to see and experience those kinds
Paul explains that the consumer push will come first,
followed by an agent outreach this fall. "We will come out with ways for
agents to get involved with the campaigns," he says, declining to give
further details. "There is a desire for VisitBritain to approach the
market in a different way and it's important that we show results before we
approach the trade, so that they are able to see the success of the
VisitBritain will look to agents for ideas on how the
organization can serve the industry better. Paul will be moving to another
position within the company, so agents can contact Amanda Dempsey, director of
consumer marketing, with ideas until a replacement is named. In the meantime,
more consumer marketing will be done. "If we want to continue to have
strong support of the travel trade, we need to demonstrate to consumers that
they're going to have more of a value proposition in
cannot just be a sightseeing tour."
And so, VisitBritain's new campaign is a mix of old and new.
Advertisements will continue to feature such British icons as Big Ben and the
London Eye, but also will increase the usage of the Union Jack, the country's
Advertising will be placed in both print and online in such
diverse publications as Architectural Digest, Gourmet, Budget TravelOnline.com and NYTimes.com. E-mail newsletters
will mirror the advertising campaign and spotlight key campaign partners like
Virgin Atlantic Airways. To generate buzz about
place throughout different markets in the U.S and an online contest will take
place on the organization's revamped web site. In the coming months, agents can
soon look forward to more detailed information about consumer promotions on
VisitBritain's agent portal.
"It's very comprehensive," Paul says, noting that
the site offers travel tips and cultural differences agents' clients should be
aware of. Agents soon also will be able to find information on operators offering
alternative tours in the coming months on the agent-focused portion of the web
is not a new destination, but it is very multi-layered and we want people to
come and experience what it's like to be a bit British and what being British
means," Paul says.
In fact, increasing competition from such emerging
are a driver of the ambitious, three-year marketing campaign.
"The American traveler is looking for more adventure;
their ambitions are far wider," Paul says. "The change is very
welcome, because there is some very good competition out there, and we want to
is repositioned as a must-see place and place to return to, as well."