Get More Britain For Your Buck
May 12, 2009 by Kori Ellis
Filed under Marketing
VisitBritain (the national tourism office for England, Scotland and Wales) and Virgin Atlantic Airways have teamed up to invest $1 million in a new marketing campaign to lure travelers to Britain.
The value for money campaign is using the slogan “Get More Britain For Your Buck” and features guerilla marketing, online advertising, travel trade outreach and a co-branded website at getmorebritain.com. The website is a one-stop shop for travel to England, Scotland and Wales. It features regional travel guides, a top 25 of must-see destinations, hotel and attraction deals, and the Virgin Atlantic Airways booking engine for airfare.
Image: getmorebritain.com (screen shot)
“This year Britain offers incredible value to U.S. visitors to England, Scotland and Wales. By partnering with Virgin Atlantic Airways, we hope Americans will discover that there has never been a better time to discover the best of Britain including our Homecoming Scotland ‘09 celebrations, playing the 2010 Ryder Cup golf course, and enjoying the many festivals and cultural events taking place across the country,” says Simon Bradley, executive vice president, VisitBritain, The Americas.
Jim Mezoff, vice president of marketing, Virgin Atlantic Airways, said, “We wanted to take advantage of this historic opportunity and feel that there could not be a better time to launch this campaign promoting tourism to Britain. Virgin Atlantic’s exceptional service, style and value is the best way to get to this destination so rich in activities.”
Online ads will appear on websites such as about.com, citysearch.com, frommers.com, slate.com and tripadvisor.com. Visitors to getmorebritain.com also have an opportunity to enter a sweepstakes for a chance to win a trip for two to London. With people cutting back on travel due to the recession, many companies are encouraging overseas and domestic vacations through sweepstakes opportunities and other contests.
