Consumer Marketing Campaigns

1. Consumer Marketing Campaigns Iain G. Morrison, VisitBritain Ed Norrington, Albion 14 September 2010

2. What we’ll take you through today • Introductions • Campaign Review: Classic Britain • Overview: The campaign pillars • Luxury • Dynamic • Gen Y • Gay & Lesbian • Q&A

3. Introductions Iain G. Morrison International Marketing Manager Iain.Morrison@visitbritain.org 020 7578 1026 Ed Norrington Account Director Ed.Norrington@albionlondon.com 020 7033 7754

4. The campaign pillars…

5. Luxury The campaign pillars: Core campaigns Classic Dynamic • Well educated • 35 – 55 • High earning quality seekers • Digital natives & migrants • 18 – 35 • Plan, book & share holidays online • Affluent middle class • 35 – 60 • View travel as an essential part of their lifestyle

6. The campaign pillars: Niche campaigns Gen Y: US, Canada, Australia & NZ Gay & Lesbian: US & Canada only • Digital natives • 16 - 30 • Online integral to their lives… • Affluent SINK / DINK • Gay men & Lesbians 25-55 • Cultured arts lovers

7. Brief 1 - Classic

8. Lead Partner We are pleased to announce British Airways will be the lead partner on our Classic Britain campaign

9. Britain is one of the most diverse countries on the planet We need a fresh approach to bring Britain back into the world’s consciousness in a way that captures people’s imagination and inspires them to fly there with British Airways Raise the awareness of Britain as a travel destination and ultimately increase the number of visitors with British Airways as the leisure airline of choice Classic background / objectives

10. AUDIENCE Well educated, middle- to upper-income urbanites, 35-59 More traditional mindsets exist in Asian countries – they get excited about activities such as going punting in Cambridge, or visiting the awe-inspiring charm of the Cotswolds More adventurous in the Nordic/European regions like discovering the interesting quirks of our culture Highly influenced by peer recommendation and will thoroughly research their holiday online and book via online channels or through their travel agent TERRITORIES Switzerland, Sweden, Poland, Russia, Hungary, Greece, Norway, Finalnd, Czech Republic, Portugal, Russia, Denmark, Hong Kong, China, India, GCC, Japan Classic audience

11. Role for Communications DISRUPT THE CATEGORY

12. Britain: concentrated excitement By presenting key experiences to entice people What you see is just one of a number of experiences on offer, we show that you can choose the type of holiday you have when you get here Evoking emotion and take a disruptive approach from traditional tourism campaigns Classic strategy

13. Classic Britain: Creative This idea is about the condensed excitement; Britain has more attractions per square metre than anywhere else We feel we have found a way of bringing this proposition to life in a clever, ownable and universally appealing way This is done in part through adapting the ‘mode dial’ found on cameras across the world and adding British icons to showcase Britain’s diversity of products A prominent call to action driving activation to book now with British Airways is also incorporated Britain. A different picture around every corner.

14. The idea online • The concept of the campaign mode dial really comes to life online where people around the world can interact with it in a simple and quite addictive manner • We’ll now show some mocked up landing pages for the campaign website as well as a number of banner executions

15. Rich media MPU

16. Standard media MPU

17. Facebook

18. Flickr

19. The landing page: visitbritain.com/ba

20. The executions In these following press executions we have introduced the campaign mode dial into real life settings By detaching the mode dial and making a feature of it we are claiming it as our own This juxtaposition is really eye-catching when done on a large scale and allows for wonderful interactions with the British people. This also brings a humorous eccentricity to the adverts

21. Classic creative executions

22. Classic creative executions

23. How you can get involved What we need from you: Content Offers / Promotions Available channels: Campaign website PR CRM

24. Brief 2 - Luxury

25. Luxury background / objectives • For a luxury audience, every country has 5-star hotels, luxurious spas, designer shops and championship golf courses • What Britain offers is the original, famous counterparts. From a stay at The Savoy to eighteen holes at Gleneagles, being famous gives these experiences a certain cache and attraction • We need to show that Britain’s luxury experiences are the original and best, whether it is because they are steeped in history, because of their famous advocates, or because they are unique and award winning

26. AUDIENCE: Well educated, well off and well connected Social lives are important to them, making them susceptible to peer recommendation Looking for high quality products, fine service and authentic experiences at prices worth the outlay They don't really know what experiences are on offer in Britain They are always paying for the best and as such want to know that they are guaranteed good quality and service TERRITORIES: China, Hong Kong, Singapore, India, UAE, Latin America, Europe TBC. Luxury audience & territories

27. British luxury, perfected over centuries British luxury experiences are more authentic than any other because they have serious luxury credentials and strong heritage Our experiences rival those of anywhere else in the world, and in many cases we have the original and the best Centuries of practice at providing a luxury experience mean a genuine guarantee of perfection Luxury strategy

28. Brief 3 - Dynamic

29. Dynamic background / objectives • VisitBritain needs to challenge outdated perceptions of Britain as an expensive, stuffy and sedate destination • The target audience do not know enough about the modern reality of Britain, and this lack of knowledge gives us the perfect opportunity to educate them on what we have to offer • Tantalise the target audience with the cool, inspiring and magical experiences they can find in the UK • Engage their desire to discover “the secret”, then share for kudos

30. AUDIENCE: Work hard / play hard but often restricted by budget Don’t just want a holiday, they want great and unique experiences to write home about Betrothed to the internet, this generation are true digital migrants whoresearch, book and share trips online They use these networks to build brand “me”, and seek out people, places and brands to enhance this More difficult to reach with low traditional media consumption TERRITORIES: India, Japan, China, Hong Kong, South Africa (Latin America Central Europe TBC) Dynamic audience

31. Explore Britain for yourself… Walk the streets of the UK to find the most extraordinary, cool and exciting things to do and see A playful virtual tour of some of the UK’s hippest locations and most extraordinary experiences offered by Britain But, importantly for this audience, this won’t be a passive experience. We want them to create their own tour from our selections Dynamic strategy

32. Gen Y and Gay & Lesbian briefs…

33. Q&A

34. Contact Details Iain G. Morrison International Marketing Manager Iain.Morrison@visitbritain.org 020 7578 1026 Ed Norrington Account Director Ed.Norrington@albionlondon.com 020 7033 7754