VisitBritain launches 2016 international marketing campaign
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VisitBritain this week launches its largest international marketing campaign for 2016 to promote memorable moments visitors can only experience on a trip to Britain.
The GREAT Britain ‘Home of Amazing Moments’ campaign formally kicks off across four markets – Brazil, France, Germany and the US – with a three month digital and print campaign. It aims to show people the diversity of amazing experiences, culture and countryside available across Britain, inspire them to want to be part of it, and book a trip to come and discover their own amazing moments.
The Culture Secretary John Whittingdale, who announced the launch of the US campaign at an event in New York in December, said: “Millions of people visit Britain every year, thanks to our incredible mixture of historic architecture, stunning scenery, iconic sporting events, unparalleled music scene, and world-renowned museums and galleries.
“By asking visitors to share some of their amazing UK moments we want to build on their adventures and encourage others from abroad to experience the best of Britain.”
Research from the national tourism agency found that communicating a sense of atmosphere and emotion is a crucial element in attracting overseas visitors. While Britain was seen as offering great cultural sights for example museums and galleries, it was considered less strong on communicating the promise of emotive and immersive experiences.
The campaign’s first phase drives people to a VisitBritain website www.omgb.com populated with images, cinemagraphs and videos of moments that can be experienced in Britain. There is also a 30-second film to launch the campaign on VisitBritain’s Facebook and Instagram sites.
The second phase gets underway in April this year and asks visitors to upload images of their own memorable moments and experiences from their holidays in Britain using the hashtag #OMGB, some of which will be shared across VisitBritain’s Twitter, Instagram or Facebook.
VisitBritain is a frontrunner in the digital space for national tourist boards, ranking first among key competitors with more than million Facebook fans, 300,000 Twitter followers and more than 175,000 followers on Instagram.
Spending by overseas visitors is predicted to reach almost £23 billion this year, up 4.2% on last year.
The forecast puts VisitBritain on track to realise its ambition for growing international visits to Britain by more than 20% to 42 million visits by 2020, which could see an additional £4.5 billion in visitor spend.
Inbound tourism is worth more than £26 billion to the UK economy.
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