VisitBritain, the national tourism agency, has launched its 2023 international marketing campaign to promote tourism in Britain. The campaign, which encourages visitors to ‘See Things Differently’, aims to showcase Britain as a dynamic, diverse, and exciting destination.
The first phase of the campaign, with a budget of £9.8m, will focus on markets where VisitBritain is seeing strong recovery, including the USA, Canada, the Gulf Cooperation Council countries, and European markets such as France, Germany, and Spain.
The campaign includes a variety of activities, such as an advertising campaign called ‘Spilling the Tea on Great Britain’ in Europe and the GCC, and ‘Fake (Br)it Till You Make It’ in Canada and the USA, which highlights Britain’s regional diversity.
In March, a series of short films will feature Brits sharing a warm welcome in local accents and dialects, promoting their destinations and encouraging visitors to explore for themselves. Finally, a new online game on VisitBritain’s consumer website will allow players to practise mastering the accents with links to destination information to drive bookings.
Agenda of the Campaign
The agenda of VisitBritain’s 2023 international marketing campaign is to drive tourism to Britain by promoting the country as a dynamic, diverse, and exciting destination. The campaign aims to tap into the pent-up demand for travel and the strong growth seen in some markets by showcasing the experiences on offer in Britain, highlighting the country’s regional diversity and encouraging visitors to ‘See Things Differently’.
The campaign aims to inspire visitors to discover more, stay longer, and explore year-round, supporting local businesses and economies. Overall, the campaign aims to build on the recovery seen in the tourism industry and to compete hard in markets where strong growth is seen, while encouraging visitors to come and experience all that Britain has to offer.
Scope of the Campaign
The scope of VisitBritain’s 2023 international marketing campaign is to target key markets where the agency is seeing strong recovery, including the USA, Canada, the Gulf Cooperation Council (GCC) countries, and European markets such as France, Germany, and Spain. The campaign aims to showcase Britain’s dynamic and diverse destinations and culture.
The campaign includes a variety of activities, such as advertising campaigns, short films featuring locals promoting their destinations, and an online game to practice mastering British accents. These activities are designed to engage potential visitors and drive bookings, supporting local businesses and economies.
The campaign is expected to have a significant impact on the tourism industry in Britain, building on the recovery seen in the wake of the COVID-19 pandemic. By promoting Britain as a welcoming and exciting destination, VisitBritain aims to encourage visitors to come and explore all that the country has to offer, contributing to the growth of the tourism industry and the wider economy.