2012 Sparks global-led strategy for VisitBritain

VisitBritain is to pursue a globalised approach to marketing the country overseas in the run-up to the London 2012 Olympics and has appointed Albion to develop traditional and digital campaigns.

London Olympics
London Olympics: The tourism board will shift focus from territorial to global

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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 subscriptions@marketingweek.com

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