As part of a strategic branding initiative, Visit Britain’s latest campaign aims to alter traditionally held perceptions of Britain as an old-fashioned and extravagant holiday destination.
The campaign’s website shows would-be visitors “the other Britain”, a place that’s bustling with a vibrant arts scene, new music and home to awesome fashion wear for young travellers.
Targeted primarily at youth, the campaign’s English and revamped Thai website is further supported by viral videos, banners and electronic direct mailers.
Hannah Wykeham, project director at Ogilvy Singapore, said: “Our aim is to show the younger generation what a diverse experience they could discover if they visit the UK.”
“By guiding users through the wired and wonderful events, sports, food and culture from UK, we have given them an alternative to the expected visit to Buckingham Palace and Madam Tussauds. As they browse the site, they'll not only find the best place for fish and chips, but also a richer more cost effective view of the UK with experiences closer to that of a local, than a tourist.”
Sumanthi Ramanathan, marketing manager, Southeast Asia for Visit Britain added: "Britain is full of sights and sounds far beyond the instantly recognisable World Heritage sites, castles and countryside.”
“The campaign concept invites the audience to explore contemporary Britain - stylish, provocative, vibrant and at times bordering quirky. From adrenaline pumping underground music festivals to alternative cutting edge fashion and arts, we want to share the side of Britain which is often experienced by the locals and missed by the tourist. The campaign is designed for the boldly adventurous and imaginative traveller who is seeking an original interactive experience and will also post travel blogs on Facebook, making their friends green with envy."
Visit Britain had appointed Ogilvy and ZenithOptimedia in September 2008 as its creative and media agencies, respectively, to launch communications aimed at youth markets in Singapore, Malaysia and Thailand over the next three years.
Iris had also been appointed to the tourism board’s roster to support its creative output in other parts of the region.
The campaign’s website shows would-be visitors “the other Britain”, a place that’s bustling with a vibrant arts scene, new music and home to awesome fashion wear for young travellers.
Targeted primarily at youth, the campaign’s English and revamped Thai website is further supported by viral videos, banners and electronic direct mailers.
Hannah Wykeham, project director at Ogilvy Singapore, said: “Our aim is to show the younger generation what a diverse experience they could discover if they visit the UK.”
“By guiding users through the wired and wonderful events, sports, food and culture from UK, we have given them an alternative to the expected visit to Buckingham Palace and Madam Tussauds. As they browse the site, they'll not only find the best place for fish and chips, but also a richer more cost effective view of the UK with experiences closer to that of a local, than a tourist.”
Sumanthi Ramanathan, marketing manager, Southeast Asia for Visit Britain added: "Britain is full of sights and sounds far beyond the instantly recognisable World Heritage sites, castles and countryside.”
“The campaign concept invites the audience to explore contemporary Britain - stylish, provocative, vibrant and at times bordering quirky. From adrenaline pumping underground music festivals to alternative cutting edge fashion and arts, we want to share the side of Britain which is often experienced by the locals and missed by the tourist. The campaign is designed for the boldly adventurous and imaginative traveller who is seeking an original interactive experience and will also post travel blogs on Facebook, making their friends green with envy."
Visit Britain had appointed Ogilvy and ZenithOptimedia in September 2008 as its creative and media agencies, respectively, to launch communications aimed at youth markets in Singapore, Malaysia and Thailand over the next three years.
Iris had also been appointed to the tourism board’s roster to support its creative output in other parts of the region.
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