VisitBritain has come up with an innovative way of luring tourists. The sounds of some famous links to Britain such as pouring of a cup of tea, a black cab beeping and chimes of Big Ben are all being used in a new TV and interactive online advert.‘Sounds of GREAT Britain’ is a GBP 2.5 million global film campaign, commissioned by VisitBritain has been launched across key markets of USA, Brazil, China, India, Gulf states and throughout Europe.Joss Croft, marketing director at VisitBritain said: “We want to involve people in creating their own British experience – first online where they can become the director of their own bespoke tourism ad, and then in reality following their individual journey across Britain according to their own interests and inspirations.”The advert’s soundtrack – Feel the Love – which pieces the audio experience together has been supplied by BRIT band, Rudimental. Traditional British sounds and activities are set against the soundtrack, representing a modern, contemporary Britain.The advert features a whole range of landmarks, people, locations and experiences, including a Dartmouth Steam Train, sound of a Wimbledon tennis crowd, glamour of The Goring, buzz at LoveBox festival and striking medieval fortification at Caerphilly Castle.
Among the big travel marketing challenges every country faces is moving tourists beyond the gateway cities that they arrive in — to other parts of the country — and spread the economic benefit of tourism more equally instead of just the popular hubs. This is also the crux of the tension between national and state/regional tourism boards, as we wrote about here previously, citing the example of Tourism Australia and STOs in the country.
Another interesting and related new project comes from VisitBritain, on delivering more “regional spread” of tourists across the country beyond the gateway city of London. It recently commissioned research agency Olive Insight to conduct a study into why many visitors do not go beyond London, what the barriers are, and also what attracts those that do go beyond London to do so.
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