The national tourism agency says its new strategy will be “fit for the 21st century and fast-changing consumer purchasing habits”. It will be unveiled at the Department for Culture, Media and Sport, VisitBritain and Visit London Tourism 2012 Seminar in London
The campaign will focus on large, consistent campaigns, with a view to generating strategic alliances with carrier partners and ensuring public funds leverage matching commercial support. The campaigns will centre around five core themes: dynamic, classic, luxury, Generation Y, gay and lesbian.
Visit Britain says that as well as traditional marketing models, the use of social networking will create advocates for the Britain brand as potential tourists affiliate themselves with and feel part of the community of Britain. The use of new and mobile technology will be integral to creating a dialogue with customers.
Additionally, the consumer will also have access to information and inspiration tailored to their individual needs key communication channels, including dedicated websites and an eCRM programme.
Laurence Bresh, director of marketing, VisitBritain says: “Our global approach, together with the integration of the 2012 Games, will bring a new dimension to VisitBritain’s marketing strategy, as we work to outsmart rather than outspend our competitors. The Tourism 2012 seminar today organised by ourselves, Visit London and DCMS is a perfect time to share our new strategy as, after years of talking about what we should do, we move from theory into action.
“To capitalise on the potential tourism gains of hosting the 2012 Games in Britain we must be smarter. Smarter spending, with integration across all channels including PR, business-to-business and digital. We must also be smarter with our communications, utilising social media and a refreshed brand embracing the Olympics and our welcome to Britain agenda.”
VisitBritain and Visit London research indicates that, for the UK economy as a whole, the tourism gains of hosting the Olympics could total £2.1bn over the period 2007-17. And the legacy effect for the post-Games period (2013-17) is forecast to be worth as much as £1.27bn for the UK, nearly a third of which (£400m) falls outside London.
Earlier this week, VistBritain lauunched a ‘Cities’ campaign partnership with British Airways and easyJet.