Focusing on four main regions in the UK, the site offers exclusive airfare and accommodation packages and was developed by M&C Saatchi, which is also handling the digital marketing component of the campaign.
According to British Airways Southeast Asia marketing manager Rob McDonald, the launch is being led by digital and a Grayling Asia-devised PR campaign, rather than traditional media. "We have spent a good portion on web development and we have avoided traditional media," said McDonald. "We want PR to take the lead."
According to British Airways Southeast Asia marketing manager Rob McDonald, the launch is being led by digital and a Grayling Asia-devised PR campaign, rather than traditional media. "We have spent a good portion on web development and we have avoided traditional media," said McDonald. "We want PR to take the lead."
He added that the new website would target seasoned travellers: "Our work before hasn't always involved a large spend, but this is a campaign where we really wanted to come to the table," he said. "Obviously, everyone is very aware of Britain, but it can be overwhelming as a tourist as there is so much to see and do. What we're trying to do is break down that perception and divide the UK into four."
The four regions are Scotland, North Country, Heart of England and Southeast of England, including London. Through its tour operator arm British Airways Tours, the website offers packages starting at competitive prices for flights and accommodation.
Five postcards were sent out to target media as part of the website build-up, each of which featured the activities available in the specified regions. "It's primarily leisure travel," said McDonald of the target media. "All of the main dailies and a large range of leisure magazines."
The site itself features recommended itineraries, key attractions and recommended accommodation. "Travellers are turning to online resources for travel planning needs," added McDonald. "The site is the travel planner to bring everything into one place."
According to VisitBritain Southeast Asia manager Alex Mawer, Best of Britain should simplify the research and preparation needed for a UK holiday. "There is a general perception that you need to spend a lot of time and effort preparing and at least two to three weeks holiday to get the most out of your trip," he said. "Best of Britain enables travellers to plan a short visit which is able take in many exciting attractions in Britain, without hours of research and budgeting."
