VisitBritain launches Euro Britain for Less campaign

story3UK tourism board VisitBritain is this week rolling out the European phase of its Britain for Less campaign.

The campaign is part of a major £6.5m global push to market Britain as an affordable destination.

The strapline “See More for Less”, will run across 18 European countries and take in a number of online and offline elements.

A website has been created to highlight attractions and experiences which offer value for money. will also feature tips from those in the know about saving in Britain and feature an interactive map.

Other activity includes online ads across relevant lifestyle and travel portals, including Expedia, and Yahoo, as well as search and e-CRM activity. Advertorials will also go out in European editions of the Metro newspaper.

The ads aim to “tease” viewers with images of visitors being surprised and delighted by iconic British sites, such as Stonehenge.

A raft of partnerships have been secured for the campaign, including discounts at London’s Westfield shopping centre, and a 20% discount on summer festivals including Isle of White’s Bestival and Creamfields in Liverpool.

The campaign will also push accommodation discounts, through Jurys Inns and the Intercontinental Hotel Group and low-cost flights through easyJet, which is offering cheap flights from 14 countries, including Germany, Poland and Switzerland.

VisitBritain has also partnered with GO-SIM to created a branded SIM card, which will help visitors avoid expensive roaming charges.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here