VisitBritain will join forces with British Airways (Wednesday 6 October) to launch a new £1.6 million jointly-funded campaign: “Britain. A different picture around every corner.”
The promotion, aimed at VisitBritain’s most lucrative ‘Classic’ traditional tourism market, offers travellers powerful images of the diversity Britain has to offer – and shows how getting here has never been easier with British Airways.
The innovative campaign demonstrates how exciting sights, activities and experiences lie around each corner, stressing that research shows the UK is packed with more world-class heritage and history sites than anywhere else on earth.
It particularly emphasizes the emotional allure and authenticity of attractions that can be found across Britain and brings them to life by adapting the ‘mode dial’ found on cameras across the world to display the wealth of British icons tourists can enjoy.
Whether you set your holiday dial to heritage, sport, fashion or food, Britain has many unique and exciting experiences just waiting to be found and explored.
The global campaign, which is being financed 50-50 by British Airways and VisitBritain, offers special fares to economy passengers.
The joint activity also moves beyond pure advertising into areas such as media familiarisation trips and syndication of VisitBritain web content onto ba.com and consumer databases.
Laurence Bresh, Director of Marketing, VisitBritain said: “Britain has more attractions per square mile than anywhere else in the world and we think the ‘Classic’ campaign will inspire visitors to travel the length and breadth of the country.
“I’m delighted to announce British Airways as the lead partner in our biggest campaign of the year to date. It is strong evidence that VisitBritain is making great progress in winning match-funding from the private sector which only helps to increase the number of tourists and revenue coming into the UK.”
Kate Thornton, British Airways Head of Global Marketing Planning said: “We are delighted to be launching this campaign with VisitBritain. Whatever you are looking for from a holiday, Britain definitely has something to offer. Your adventure to Britain begins with British Airways and with great fares like this there really is no excuse not to book.
“British Airways is a full service airline flying to mainstream airports and we offer a strong schedule to London. When you fly with us you will experience our amazing Terminal 5 and are able to transfer to six destinations within Britain.
