Britain’s national tourism organisation VisitBritain is reinforcing its new, proactive approach with the rollout of its first major marketing campaign in Australia in five years.
VisitBritain has entered the market with a vengeance, appointing of new Australian country manager David Nye. See: VisitBritain appoints chief and beefs up Aussie presence
The #OMGB (Oh My GREAT Britain) ‘Home of Amazing Moments’ marketing campaign kicked off this week. It showcases unforgettable experiences and amazing moments that visitors can only get in Britain.
All sorts of things are included. With Halloween on the horizon, VisitBritain has tracked down some of the spookiest spots in Britain for ghoulish getaways, supernatural sightings and terrifying tours from London’s Hunterian Museum after dark to Britain’s most haunted hotel.
The AUD 2.8 million campaign, which includes match-funded marketing partnerships, uses images of authentic experiences and activities shot on locations across Britain to inspire Australians to visit and find their own amazing moments.
“Britain is packed full of incredible experiences which you can’t get anywhere else,” Nye said.
“From feeling the frost in the air as the 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 watching sunlight breaking over the Scottish Highlands to the roar of a football crowd at our world-class grounds, Britain truly is the home of amazing moments.
“By showcasing the sheer diversity of amazing cultural, heritage and countryside moments found across our nations and regions, we want to inspire Australians to put Britain at the top of their list as the ‘must-go-now’ destination and book a trip to come and discover their own amazing moments.”
The campaign drives visitors to a website www.visitbritain.com.au/omgb filled with imagery and itineraries showcasing amazing moments across Britain from city to coast, modern to historic. The campaign inspires people to upload images of their own memorable moments from their trips using #OMGB, some of which will be shared across VisitBritain’s Twitter, Instagram or Facebook.
VisitBritain is working with airlines and the travel industry, expanding tourism product offerings and tactical campaigns to ensure Australian travellers can easily book their #OMGB holidays to Britain.
There are direct flight connections from Australia to six British gateway cities and Australian travellers not only stay longer in Britain, but travel further. In 2015, Australians averaged more than 14 nights in Britain with more than half visiting the English regions, one in seven visiting Scotland and 7% travelling to Wales.
Edited by Peter Needham