VisitBritain launches new marketing campaign
Dubai, November 6, 2012
VisitBritain along with British Airways has launched a new multi-million pound joint marketing programme that aims to boost inbound visitors from a number of key markets vital to the UK economy.
‘The Big British Invite’ campaign features ‘real’ British people inviting the world to visit Britain to enjoy their favourite places and experiences, a statement from VisitBritain said.
Ambassadors include the Chief Yeoman Warder of the Tower of London, where the Crown Jewels are kept, and director of the Loch Ness Project, which helps inform millions of visitors each year about the mystery and beauty surrounding the world-famous loch.
The first phase of the campaign begins this week, with print and digital advertising featuring special fares for British Airways flights to the UK. It will target travellers from the fast emerging markets such as China and India, along with Canada, Japan, the UAE and the US.
In 2011, 4.6 million visitors from these markets spent a total of Dh22.8 billion ($6.21 billion) in the UK, underlining their value to the economy and the huge potential for growth in the coming years, the statement said.
A second phase of the campaign will kick in early next year, with specific target marketing based on elements which inspire specific countries to travel - be it sport, shopping, culture, countryside or heritage.
“Living in London there are lots of great things to do with all the theatres, shops and restaurants. The Tower is so centrally located that half an hour in either direction you can be in the West End or nearly in the countryside,” Warder said.
“The scenery in Chichester, Canterbury and Suffolk is absolutely jaw-dropping. And having travelled around the world on various postings in the army I always felt happy to come home - you can’t beat the English countryside.”
Sandie Dawe, CEO, VisitBritain, said: “This summer, billions of people all around the world watched Britain stage an amazing party, now it’s their chance to experience it for themselves. The friendly welcome that they saw on their TV screens is here to stay, and as well as taking in the delights of London, Britain offers visitors three whole countries to explore on one spectacular island.”
“British Airways is excited to be part of the Big British Invite and look forward to welcoming the world to experience the very best of British architecture, culture, dining and shopping,” said Andrew Crawley, British Airways’ commercial director. “Our great fares combined with our true British experts showcasing the best things to do and see in the UK customers can start to plan their journey now.”
“British Airways has an extensive network that enables visitors to make convenient connections throughout the UK, so customers can enjoy all that Britain has to offer.” – TradeArabia News Service