VisitBritain strives for 'emotional' connection

VisitBritain is looking for 'an emotional connection'
VisitBritain is looking for 'an emotional connection'

LONDON - VisitBritain is looking to instil a greater 'emotional' appeal in its international tourism marketing, in the build-up to the London 2012 Olympic Games.

To help devise a fresh strategy, the national tourism body has appointed creative agency Al­bion to its multimillion- pound advertising account, following a competitive pitch.

VisitBritain has worked with a succession of UK and international ad agencies, including Farm, TMW and Swedish digital agency Lifelike. However, Albion is the first agency to be assigned to a global brief.

Albion will shortly begin work on creating integrated campaigns targeting consumers in 35 countries across the Americas, Europe, Asia Pacific, the Middle East and Africa.

Iain Morrison, VisitBritain's international marketing manager, who led the review, said it was important to improve the emotional allure of British tourist attractions, as well as making better use of social media platforms.

‘We can be seen as too austere overseas, and lacking the romance of our competitors, so it is vital that we try to stay at the forefront of destination advertising, with strong social media activity to gain advocates,' he added.

As part of a wider review in the run-up to London 2012, in January Visit­Britain global marketing director Laurence Bresh announced plans to divide its marketing into five sub-sections. ‘Classic' traditional tourism marketing will retain the biggest budget, while VisitBritain will target more specific audiences with messages based on the themes of ‘luxury', ‘dynamism', ‘Generation Y', and ‘lesbian, gay and bisexual'.

A ‘classic' campaign, feat-uring a fresh creative approach, will launch first in Latin America in the summer, before rolling out globally in the autumn.

As part of the recent revamp, the body launched a consumer-facing logo that uses the word ‘Britain' rather than the ‘VisitBritain' identity, as well as introducing the strapline ‘You're invited'.

Separately, VisitBritain has been engaged in exploratory talks with London 2012 sponsors such as Coca-Cola, Visa and Samsung about the possibility of the brands funding campaigns to encourage tourists to visit the UK during the 2012 Games.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug