VisitBritain launched its new marketing strategy at the recent 2012 Games Tourism Seminar in London. It’s the first time the tourism agency has published a three-year global marketing strategy.
Britain Marketing and 2012 Games Strategy 2010-2013 sets out VisitBritain’s plans over the next three years to inspire travellers from overseas to visit and explore Britain. The tourism agency’s 2012 Olympic and Paralympic Games strategy is fully integrated into the document, recognising the event’s potential, once-in-a-generation impact.
The focus will be on large, consistent campaigns, centred round five core themes: dynamic, classic, luxury, generation Y, and gay and lesbian. VisitBritain will be looking to generate strategic alliances with carrier partners and ensure public funds are leveraged to match commercial support.
Although traditional marketing models will still be used, social media will be at the forefront – using new and mobile technology to create a dialogue with customers.
Consumers will also have access to information and inspiration tailored to their individual needs via VisitBritain’s award-winning websites and eCRM programme. Content will be syndicated to where consumers make destination decisions such as major portals, travel sites and blogs.
Laurence Bresh, VisitBritain’s director of marketing said, ‘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.’
Bresh added, ‘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.’
Some 200 key tourism industry contacts and media attended the 2012 Games Tourism Seminar on 26 January 2010. The aim of the event was to showcase the tourism potential of the London 2012 Olympic and Paralympic Games. It was hosted by VisitBritain along with the Department for Culture, Media and Sport (DCMS) and Visit London.
Further reading
Britain Marketing and 2012 Games Strategy 2010-2013. To download a pdf copy the new marketing strategy document, visit VisitBritain’s website at www.visitbritain.org/Images/Marketing%20Strategy_tcm139-181832.pdf.
2012 Games Tourism Seminar. Report plus copies of speeches and presentations are available to download from VisitBritain’s website at www.visitbritain.org/aboutus/2012games/seminar/index.aspx.
VisitBritain’s 2012 Games plans. Find out more at www.visitbritain.org/aboutus/2012games/index.aspx.