Gold medal for Great initiative as VisitBritain showcases UK's best

The UK's national tourism board, VisitBritain, leveraged the London 2012 Olympic Games and the Queen's Diamond Jubilee to boost tourism and capitalize on a milestone year in Britain.

Client: VisitBritain (London)
Campaign: Great
Duration: February 2012-March 2013
Budget: $150,000 (US)

The UK's national tourism board, VisitBritain, leveraged the London 2012 Olympic Games and the Queen's Diamond Jubilee to boost tourism and capitalize on a milestone year in Britain.

Strategy
VisitBritain launched the Great campaign in 14 major cities in countries including the US, Brazil, and India to celebrate Britain's culture and food.

Tactics
To promote Britain as a major tourist destination and showcase the country outside of London, VisitBritain partnered with companies including British Airways, STA Travel, and American Express.

VisitBritain hosted events during the Olympics to showcase other parts of Britain with bog snorkeling in Wales and Scottish highland dancing.

The group launched its US campaign with high-profile Brits Victoria Beckham and Vogue editor Anna Wintour. It unveiled a train decorated in the Union Jack's colors in Manhattan's Grand Central Station during Fashion Week.

VisitBritain also coordinated a media mission in the US, meeting with editors and producers in key markets including the Travel Channel, CNN, PBS, and ABC, and created monthly newsletters with themed pitches.

Results
The launch at Grand Central Station generated coverage in fashion media outlets including Vogue.com and Women's Wear Daily, as well as New York magazine and Travel Weekly.

North America visitors to the UK - who represent the top market for tourists to Britain - are up 4% compared to last year. In cities hosting Great activities, 75% of recent travelers would consider a holiday in Britain.

Future
This month, VisitBritain will tie in promotion efforts with the 50th anniversary of both James Bond's screen debut in Dr. No and the first Beatles hit "Love Me Do."

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