National tourism agency, VisitBritain, has launched its 2023 international marketing campaign to help drive Britain’s tourism.
The campaign encourages visitors to ‘See Things Differently’, showcasing Britain as a “dynamic, diverse and exciting destination.”
The first phase of the 2023 campaign, with a budget of £9.8m, begins this week and runs until early spring. It will focus on markets where VisitBritain is seeing strong recovery including the USA, Canada, the Gulf Cooperation Council (GCC) countries and European markets including France, Germany and Spain.
What’s involved?
In Europe and the GCC, the ‘See Things Differently’ advertising campaign – ‘Spilling the Tea on Great Britain’ – uses a play on Britain’s love of tea, through destination images and short films to tell a story about the experiences on offer, showing visitors that ‘whatever your cup of tea, we’ve got it.’
In Canada and the USA the campaign, called ‘Fake (Br)it Till You Make It,’ highlights Britain’s regional diversity. To begin with, the campaign will use a variety of local phrases alongside destination images from across Britain.
In March, a series of short films will see Brits sharing a warm welcome in local accents and dialects promoting their destinations, encouraging visitors to come and explore for themselves.
In late March, a new online game on VisitBritain’s consumer website will launch. It will allow players to practice mastering the accents, with links to destination information to drive bookings.
Patricia Yates (pictured), CEO, VisitBritain, said: “We know there is pent-up demand for travel and that tourism is also a fiercely competitive global industry. Our priority is to build on the recovery we have seen, competing hard in markets where we are seeing strong growth, tapping into motivations for travel now to drive bookings.
“All eyes are on Britain this year and by telling the story of our dynamic destinations and diverse culture, along with a warm British welcome, we’re inspiring visitors to discover more, stay longer and explore year-round, supporting local businesses and economies.”
VisitBritiain has called for tourism businesses, attractions and destinations to get involved by sharing local experiences that promote a different side of Britain across their own channels using #lovegreatbritain.
