The campaign is under the banner “Britain. A different picture around every corner.” and is aimed at the traditional tourist looking for a “classic” British experience. It is designed to support research that shows the UK is apparently packed with more world-class heritage and history sites than anywhere else on earth.
VisitBritain hopes to tap into “the emotional allure and authenticity of attractions” in Britain and the campaign will bring the attractions to life by adapting the ’mode dial’ found on cameras across the world to show a wealth of British icons.
The £1.6m campaign will also show how getting to Britain is easy with British Airways and the promotion includes special fares to economy passengers.
The joint activity will also include media familiarisation trips and syndication of VisitBritain web content onto ba.com and consumer databases.
Laurence Bresh, director of marketing at VisitBritain says: “Britain has more attractions per square mile than anywhere else in the world and we think the ’Classic’ campaign will inspire visitors to travel the length and breadth of the country.
Like other tourist bodies, VisitBritain is expected to see sharp cuts in its budget when the comprehensive spending review results are revealed on 20 October by chancellor George Osborne. A remerger with Visit England, which was only split out from VisitBritain less than two years ago, is also being considered.