The tourism body is looking at a globalised approach rather than a piecemeal territorial approach to marketing Britain, so that it can take advantage of scale and maximise use of a limited budget.
VisitBritain international marketing manager Iain Morrison says Albion’s work with Skype and Air New Zealand in creating more “noise” for these relatively small-budget clients helped the agency clinch the business.
VisitBritain is basing its marketing on three key segmentations – “dynamic” for the youth market, “classic” focusing on culture and heritage and “luxury”.
The tourism body has already established the strapline “Britain You’re Invited” to be used across all of its campaigns.
Albion’s work across the VisitBritain international network will see the agency use social networking sites to target a youth and early adopter audience. The first campaign is set to launch later this summer and will be a classic campaign addressing a 35-plus age group.
Earlier this year, VisitBritain launched a “Cities” campaign in partnership with airlines British Airways and easyJet to promote ten British cities.