Home of Amazing Moments is part of the GREAT Britain campaign, the Government's global campaign to promote the UK as a destination for tourists, trade and investment.
It kicks off with a three-month digital and print campaign highlighting Britain's culture and countryside and aiming to inspire visitors to book a trip and discover their own amazing moments.
The campaign is split into two phases: the first directs people to a website showing images, cinemagraphs and videos of amazing moments that can be experienced in Britain.
There is also a short YouTube film to launch the campaign on VisitBritain’s Facebook and Instagram sites:
Visitors to the site will be invited to share this content through their own social media channels using the hashtag #OMGB – a play on the 'oh my god' acronym, standing for Oh My Great Britain – with the chance to win a holiday to Britain. The campaign will also use social media influencers, who will be sharing their own amazing moments from recent trips to Britain.
The second phase takes place in April and asks visitors to upload images of their own memorable moments and experiences from their holidays in Britain, again using the hashtag #OMGB, some of which will be shared across VisitBritain’s Twitter, Instagram or Facebook.
The campaign also aims to improve perceptions of how welcoming Britain is to visitors.
Overall, the campaign aims to reach more than 100 million people. The US, France and Germany made up 30 per cent of all inbound visits to Britain in 2014 and 27 per cent of spend. Brazil is a emerging visitor market.
VisitBritain marketing director Joss Croft said: "From feeling the frost in the air as morning mist creeps over Hadrian’s Wall or the whistle of the wind in your ears as Europe’s fastest zip line whisks you over Snowdonia, from the roar of a football crowd to the briny tang of sashimi-fresh mackerel from a Scottish fishing boat, we want to showcase those moments when you’re part of something incredible and communicate the feeling of being there.
"We know that our audiences want to be part of fun, innovative and immersive experiences and we want to share these amazing moments to inspire even more people to put Britain at the top of their list as the ‘must-go-now’ destination."
PR surrounding the campaign has been managed in-house, with support from creative agency RKCR/Y&R.