Explore ‘Another side of Britain’

On February 10, VisitBritain launched a new £10 million global campaign ‘Welcome to Another Side of Britain’. It features a mix of short films and city-focused content across social media channels, digital display advertising and print media.

Nisha Verma

Emma Wilkinson, Head of GREAT, VisitBritain, shared the details of the launch in Dubai with support of the wider programme for UK National Day at Expo Dubai. Travel executives, including Make My Trip, Travel Agents’ Association of India (TAAI), Travel Agents’ Federation of India (TAFI) and Outbound Tour Operators’ Association of India (OTOAI) from India took part in the ceremony.

“The launch followed a VisitBritian business round-table held earlier in the day in Dubai – Connect to Collaborate – hosted by our Chair Dame Judith Macgregor. The event brought together top industry and Birmingham Commonwealth Games representatives from across the West Midlands in England with travel, trade and tourism industry executives from Dubai and India, to boost tourism in the run-up to the Games and beyond,” Wilkinson said.

“Another side of campaign is to put the spotlight on Britain’s cities, hit hard by the absence of international visitors,” she explained. “It is capturing the major events this year, set to be global tourism draws, including Her Majesty The Queen’s Platinum Jubilee, the Birmingham 2022 Commonwealth Games and ‘Unboxed,’ the UK-wide celebration of creativity,” she added.

Tapping demand

Wilkinson shared that the campaign’s aim was to tap into the demand. “There is a demand for travel, and our priority is to build back demand for Britain and visitor spending, competing hard for international visitors, who contribute billions to our economy and shining the spotlight on our vibrant and diverse cities,” she said.

“The campaign features a mix of short films and city-focused content across social media channels, digital display advertising and print media. Content also drives online traffic to www.visitbritain.com with ideas and links to city activities, city visitor attractions, and experiences highlighting another side of Britain,” explained Wilkinson.

Worldwide promotions

She said they will continue activity across all VisitBritain’s international markets, including India, using the reach of global and in-country digital channels and work with the travel trade in the market to drive bookings.

“Over half of the travellers VisitBritain surveyed across 13 markets who intend to go abroad in the next 12 months have not yet booked or decided where to go, thus creating valuable opportunities to influence destination-choice and bookings,” said Wilkinson.

VisitBritain’s ‘Welcome to Another Side of Britain’ campaign is part of the UK Government’s refreshed GREAT campaign. Inbound tourism was worth more than £28 billion to the UK economy in 2019, its third largest service export and a major part of British trade.

Different approach

Wilkinson revealed they were targeting travellers, who, as per their research, were committed to travelling this year. “We term these ‘buzzseekers” — defined as high-value experience-seekers, who are spontaneous, to pack a lot into their holidays and look for exciting new experiences,” she added.

Changed strategy

Wilkinson claimed since every major destination is fighting for the demand created by global travel curbs, they want to tap into this demand in partnership with the industry. “We have seen through the pandemic that we can achieve results by working together, providing the industry with tools, assets, and support to ensure that we are telling a confident, welcoming story of Britain,” she adds.

India focus

Insisting that India features all their marketing plans, Wilkinson said, “India is a top inbound market to the UK – visitors from India spent £753 million across the UK in 2019 – and we know there is demand for travel from India.”

Making the difference

Many national tourist offices are making efforts to attract Indian outbound travellers. Wilkinson claimed they are one of the most open countries in Europe.

“Our tourism businesses are welcome visitors and provide them a stand-out experience. Britain is open for business. Now is the time for a GREAT time to book a trip to Britain,” she claimed.