Following on from the success of hosting the world’s largest and most watched sporting extravaganza, a new multi-million pound joint marketing push from British Airways and VisitBritain has been launched. Its aim is simple - to boost inbound visitors from a number of key markets vital to the UK economy.
‘The Big British Invite’ campaign features ‘real’ British people inviting the world to visit Britain to enjoy their favourite places and experiences. Ambassadors include the Chief Yeoman Warder of the Tower of London, where the Crown Jewels are kept, and the Director of the Loch Ness Project, which helps inform millions of visitors each year about the mystery and beauty surrounding the world-famous loch.
The first phase of the campaign begins this week, with print and digital advertising featuring special fares for British Airways flights to the UK. It will be targeting travellers from the fast emerging markets such a China and India, along with Canada, Japan, the UAE and the US. In 2011, 4.6m visitors from these markets spent a total of £3.9bn in the UK, underlining their value to the economy and the huge potential for growth in the coming years. A second phase of the campaign will kick in early in the new year, with specific target marketing based on elements which inspire specific countries to travel - be it sport, shopping, culture, countryside or heritage.
Chief Yeoman Warder of the Tower of London, Alan Kingshott said: “Living in London there are lots of great things to do with all the theatres, shops and restaurants. The Tower is so centrally located that half an hour in either direction you can be in the West End or nearly in the countryside.
“The scenery in Chichester, Canterbury and Suffolk is absolutely jaw dropping. And having travelled around the world on various postings in the army I always felt happy to come home - you can’t beat the English countryside.”
VisitBritain Chief Executive Sandie Dawe said: “This summer, billions of people all around the world watched Britain stage an amazing party, now it’s their chance to experience it for themselves. The friendly welcome that they saw on their TV screens is here to stay, and as well as taking in the delights of London, Britain offers visitors three whole countries to explore on one spectacular island.”
Andrew Crawley, British Airways Commercial Director said: “British Airways is excited to be part of the Big British Invite and look forward to welcoming the world to experience the very best of British architecture, culture, dining and shopping. With our great fares combined with our true British experts showcasing the best things to do and see in the UK, customers can now start to plan their journey.
“British Airways has an extensive network that enables visitors to make convenient connections throughout the UK, so customers can enjoy all that Britain has to offer.”