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.


Ruth Mortimer on global vs local

Ruth Mortimer

Two major brands have announced they are no longer relying on local marketing directors in the UK. Coca-Cola has scrapped its GB marketing director position altogether, while Kraft has decided that while the position will exist, marketing will be led centrally from Europe.


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