National tourism agency VisitBritain this week launches its largest international marketing campaign for 2016 to promote memorable moments visitors can only experience on a trip to Britain. The ‘Home of Amazing Moments’ campaign formally kicks off this week across four markets, Brazil, France, Germany and the US, with a three month digital and print campaign.
It aims to show people the diversity of amazing experiences, culture and countryside available across Britain, inspire them to want to be part of it, and book a trip to come and discover their own amazing moments.
According to a recent research by VisitBritain, the powerful influence social media has in positioning Britain as a destination of choice for international visitors, with 89% of those surveyed having used social media at some stage of their holiday. Also, almost 70% of all respondents said content posted online by friends made them want to visit a destination.
The campaign’s first phase drives people to a VisitBritain website www.omgb.com populated with images, cinemagraphs and videos of amazing moments that can be experienced in Britain. Visitors to the site will be invited to share this content through their own social media channels using the hashtag #OMGB (Oh My GREAT Britain), and by doing so will have the chance to win a holiday to Britain. The campaign will also use social media influencers, who will be sharing their own amazing moments from recent trips to Britain.
The second phase gets underway in April this year and asks visitors to upload images of their own memorable moments and experiences from their holidays in Britain using the hashtag #OMGB, some of which will be shared across VisitBritain’s Twitter, Instagram or Facebook. VisitBritain is a frontrunner in the digital space for national tourist boards, ranking first among key competitors with more than million Facebook fans, 300,000 Twitter followers and more than 175,000 followers on Instagram.
VisitBritain Marketing Director Joss Croft said, “We know that our audiences want to be part of fun, innovative and immersive experiences and we want to share these amazing moments to inspire even more people to put Britain at the top of their list as the ‘must-go-now’ destination.”
As well as the market specific campaigns, there is also a global competition kicking off from Tuesday 19 January to win a trip to Britain with a smaller media campaign running in VisitBritain’s priority nurture markets including South Korea, Indonesia, South Africa, Mexico and Singapore.
A ‘toolkit’ has also been sent out this week to travel trade industry across Britain including destination management organisations about how to engage in the campaign and to upload local examples of amazing moments and experiences to promote the whole of Britain with examples of how to use the #OMGB hosted on VisitBritain’s corporate site.
Overall the campaign aims to reach more than 100 million people.
The US, France and Germany are Britain’s largest and most valuable inbound visitor markets, making up 30% of all inbound visits in 2014 and 27% of spend. Brazil is Britain’s 2nd largest emerging visitor market and contributed 0.9% of all visits to Britain in 2014.
Tourism is Britain’s seventh largest export industry and third largest service sector. Latest forecasts from VisitBritain show that the number of overseas visitors to the UK is expected to rise this year to 36.7 million visits, up 3.8% on 2015.
Spending by overseas visitors is predicted to reach almost £23 billion this year, up 4.2% on last year.
The forecast puts VisitBritain on track to realise its ambition for growing international visits to Britain by more than 20% to 42 million visits by 2020, which could see an additional £4.5 billion in visitor spend.
Inbound tourism is worth more than £26 billion to the UK economy.