Virgin Atlantic, VisitBritain and London & Partners announced today a new partnership between the three organisations to entice more Australians to visit Britain. Following strong numbers from Australia over the last five years with high spend levels (up 52%); the partners have now combined to continue to drive more tourism to London and beyond.
The partnership launches with a co-branded marketing campaign ‘Flying in the face of ordinary to Britain’ on 02 September 2013, offering a special fare to London with a bonus trip to Manchester, Edinburgh or Aberdeen. Fares start from $1799 per person, including taxes.
Virgin Atlantic General Manager Australia and New Zealand, Luke Fisher commented: “Last year was a record year for Virgin Atlantic on the Kangaroo route. Our passenger numbers travelling through to the UK increased by more than 20,000 people and we saw a marked improvement in our market share to London. We have developed a strong partnership with Visit Britain in this time and we are excited to be working with Visit Britain again this year and to also welcome London & Partners on-board for this year’s campaign as well. I look forward to the possibilities the partnership can offer.”
Virgin Atlantic celebrated a landmark year in 2012 with the Australian dollar at an all-time high against the British pound. With significant opportunities in the Australian market to grow holiday tourism to Britain; Virgin Atlantic and VisitBritain stood strong in market with the co-branded ‘Britain is GREAT campaign.
VisitBritain’s Marketing Director, Joss Croft, commented: “We’ve seen spend levels grow 52% from the Australian market over the last five years so it’s hugely important to extend our partnership with Virgin Atlantic, our key airline partner linking the UK to Australia.”
“London is one of the most inspirational and diverse capitals in the world and the gateway to Britain. VisitBritain and London & Partners are the perfect partners to help Virgin Atlantic capitalise on the increased global awareness and attention this exciting destination has received following the success of the London Olympics and the Diamond Jubilee celebrations.”
In the last five years the price tag on a London trip from Australia has become more affordable, allowing more travellers to venture further afield to destinations within Great Britain.
We’ve seen more than 3 million Australian visits to London over the past five years, spending around £2.2 billion in the capital.
London & Partners Director Consumer Marketing and Digital Channels, Julie Chappell commented: “The kangaroo route has brought many millions of Australian residents to London since the 1930s and last year Australia was London’s 4th biggest market for tourism expenditure, generating £470 million and the 7th biggest visitor market with 600,000 visitors coming to London from Australia. This new partnership with Virgin Atlantic and Visit Britain will further build on our strong ties with Australia by attracting more visitors keen to experience London’s rich cultural offering, world class events and shopping.”
The bespoke multi-platform, integrated marketing campaign has been designed by Virgin Atlantics creative agency RKYR London and GPYR Sydney, with media planning and buying by OMD Sydney.
The campaign will feature;
• Online primarily with Yahoo! 7, BBC.com and Ninemsn Gourmet Traveller
• Weekend travel sections of all major metropolitan newspapers
• Radio live reads
• Social media presence on Facebook
• Travel trade media
Through this collaboration, the ‘Flying in the face of ordinary to Britain’ campaign communicates each organisations’ commitment of inspiring Australian travellers to visit London and Britain not just in 2013 but beyond into 2014.
