Visit Britain

+40%

Destination Demand

+20% YoY

Visits to Great Britain

165 million

Impressions

Britain is packed full of amazing moments and we want people to book a trip right now to come and experience the sheer diversity of culture, heritage and countryside across our nations and regions. Working with commercial partners including Expedia amplifies our global marketing reach as we drive the inspiration to visit into bookings, boosting the economy and jobs across Britain
Sally Balcombe, Chief Executive Officer, Visit Britain/visit England

Overview

This campaign, entitled “365 Days of #OMGB” (read: #OhMyGreatBritain) the amazing moments that can only be experienced in Great Britain. The campaign, which ran across Expedia Group brands, took a truly a full-funnel approach, reaching travellers throughout the consumer purchase journey – from inspiration to education, from consideration to booking.

The Opportunity

Building on previous collaborations, which spanned more than five years and multiple successful and award-winning initiatives, this interactive campaign was designed to market Great Britain abroad to its three largest and most valuable inbound visitor markets—France, Germany and the United States—and was promoted with display media on Expedia sites in the three markets.

The Solution

Built around 365 days’ worth of content, a custom, integrated digital marketing platform illustrated how every day is an #OMGB moment in Great Britain and helped users discover events happening throughout the year, save their favorites, and then plan and book their travel with Expedia.

Designed by Creative Partnerships, our in-house creative team, the co-branded marketing campaign featured interactive video and a national TV campaign in the U.S. The videos showcased a variety of British destinations and experiences – from the quaint to the epic, urban to rural, and everything in between.

The inspirational and educational platform is rich with interactive content, including a year-round events calendar, and a planner option to save and share your favorite events.

Visitors could easily search, save and book their ideal #OMGB trip with the holistic offerings of travel products – from rail to hotels, activities and experiences – all available on Expedia.

With exclusive room and package deals from our large network of partners all over Great Britain, travelers were enabled to find and curate their perfect holiday, any time of the year.

A truly integrated marketing campaign, touching all of the sophisticated techniques and channels Expedia Group Media Solutions has to offer partners.

The Results

The campaign was a great success, resulting in more than 40% increase year-over-year in demand. The campaign also produced a more than 20% overall increase in visits to Great Britain, and more than 175 million impressions. The campaign also won three awards at the Cannes Lions 2017 International Festival of Creativity.