The campaign focuses on 10 cities with a bespoke website and positioning line for each of the locales.
The airlines will offer low cost flights from 12 European countries to dovetail with the promotion.
The campaign is based around contrasting themes of the key cities with information on traditional and contemporary experiences with a twist.
In Glasgow, for example, VisitBritain has contrasted the themes of ‘trend-setting vs traditional’. The city has art deco brasseries and stylish shops but also a history stretching back to the Stone Age and is a gateway to the Highlands.
The cities included in the initiative are Cardiff, Edinburgh, Glasgow, London, Birmingham, Bristol, Liverpool, Manchester, Newcastle-Gateshead and Oxford. The aim to raise awareness of the huge variety of experiences and cultures these British cities can offer, and drive incremental business in the low and shoulder seasons.
The campaign follows on from VisitBritain’s 2009 ‘See More Britain For Less’ campaign that highlighted the affordability of travel to Britain.
Laurence Bresh, marketing director, VisitBritain says:”The ‘Cities Campaign’ will not only help make visitors’ money go further but it raises awareness of ten key cities around Britain which offer great value for money and engaging cultural experiences. Whichever city the visitor is lucky enough to experience, they all combine an incredibly rich combination of centuries of history and heritage, rural landscapes with dynamic and vibrant atmospheres.”
The campaign micro-sites provide information allowing users to get under the skin of the destination with unique and quirky offers and can be accessed at the following VisitBritain page; www.visitbritain.fi/cities.