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VisitBritain

The Idea

VisitBritain partnered with Expedia Media Solutions to develop a holistic, integrated campaign to inspire travelers to put Britain at the top of their travel wish list. The goal was to drive bookings and grow the VisitBritain brand in their three largest and most valuable inbound visitor markets: France, Germany and the U.S.

The Execution

The campaign kicked off in October 2016 with the “365 days of #OMGB” microsite, a custom platform that helped users discover and learn more about regional events happening throughout the year. To support the online content, the team also aired a series of humorous television commercials in the U.S. which showcased competing takes on the ‘best of’ different activities across five distinct regions in the U.K. The characters who brought these storylines to life also appeared in the newest iteration of the campaign, which featured a bespoke video player that is the first ever to utilize a smartphone’s gyroscope and compass as users embarked on an interactive journey through the five featured destinations. The innovative video technology embedded allowed users to seamlessly toggle between the destinations by simply pointing their smartphone in a different direction or using keys to switch films on desktop. 

After engaging with the content, users were presented with an itinerary specific to the location that they spent the most time interacting with in the player and were directed to the “365 Days of #OMGB” platform where they could book their ideal trip to the U.K.

Campaign Microsite and Video Player

You can visit the microsite here and experience the video player here

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The Results

The conversion results of the entire holistic campaign were highly impressive with more than 39 percent and 42 percent increase year-over-year in passenger and air ticket demand, respectively across all markets, as well as a 41 percent increase in room night demand for the U.S. market. In addition, the campaign produced a 22 percent overall increase in visits to Great Britain and an impressive 46:1 return on ad spend.

Creative

365 Day Planner 

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U.S. TV Advertisment

You can view the advertisment here

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Mobile Video Player and Custom Itinerary

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