M&C Saatchi is to work on VisitBritain’s new ‘’You’re Invited’’ global marketing campaign.
The agency will provide the full suite of marketing communications services aimed at boosting tourism around the forthcoming Royal Wedding, The Queen’s Diamond Jubilee and the 2012 London Olympic and Paralympic Games.
M&C Saatchi’s role will include the creation of advertising assets; digital advertising development and production; social media development and management; guidelines development and campaign monitoring; research strategy and effectiveness.
The agency will work ‘pro bono’ for the five-month period Jan-May 2011, when the campaign is due to be launched to consumers. The theme will be extending a message of welcome and inviting the world to visit Britain in the run up to, during and beyond 2012.
M&C Saatchi is a leading global marketing services business with proven expertise in travel and tourism working for clients across a wide variety of industry sectors. It has over 1,000 staff operating in 17 offices in 12 countries and has the international marketing expertise needed for the campaign which will be running across multiple platforms in some 20 key worldwide markets for tourism to Britain.
The agency’s appointment comes just over a week after David Cameron announced at a Downing Street reception that global British companies including British Airways, DFDS (ferries), lastminute.com, P&O and Radisson Edwardian had made pledges of cash and payment in kind to back a £100m fund as partners in the worldwide marketing campaign. VisitBritain is in talks with more companies about contributing.
VisitBritain’s Marketing Director Laurence Bresh said: ‘’We are very excited to be working with one of the world’s most creative agencies – alongside some of the greatest companies in the tourism industry – on this landmark campaign. Recruiting M&C Saatchi to work on this account underlines the scale of our ambition to produce the best tourism marketing campaign that has ever been mounted by a host nation around an Olympic Games.’’
