Visit Britain

Showing visitors another side of Britain

the task

The travel industry in Britain has missed out on two summers worth of bookings. Our campaign has been developed with recovery in mind, getting on the front foot post-pandemic and welcome visitors back to Britain.

Informed imagination

Welcome to another side of Britain

This campaign targeted buzzseekers who we wanted to inspire to see Britain differently – as a vibrant, ever-changing place, full of thrills and surprises.

Britain is a constantly buzzing place, that’s dynamic and diverse, and full of interesting and unique experiences. Our focus was showcasing people of Britain in our comms and the kaleidoscope of experiences that buzzseekers can enjoy, packed into a small island and all just hours away from each other.

Visible Data

Research told us that people think they already know Britain, what they will see and experience on their visit, considering it a ‘museum of things to see one day’ with no urgency to visit now.

We also found that more than 70% of our audience who want to travel to Britain are looking for unique experiences including food, scenery and iconic tourist attractions and places. This offered us the best opportunity to show the world another side of Britain.