VisitBritain and Expedia have launched a multi-million-pound three-year partnership.
The agreement will market Britain abroad to its most valuable inbound visitor market, the US.
The partnership aims to deliver over £135 million of additional visitor spend to the UK economy over the three years.
The first phase gets underway with the launch of a six-month digital marketing campaign including online, social and blogger activity to promote ‘365 Days of #OMGB’ moments across Britain.
The campaign features a bespoke content platform, expedia.com/OMGB to showcase the experiences on offer to US visitors across Britain and convert interest into bookings.
A TV campaign will be launched in the US in January.
The first year of activity is part of a longer-term partnership between VisitBritain and Expedia with plans set to be announced in the coming weeks.
VisitBritain chief executive Sally Balcombe said: "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."
Expedia media solutions global senior vice president Noah Tratt said: "This partnership with VisitBritain, which builds on our successful collaboration together over the last five years, will influence travellers across the purchase journey by highlighting the many hidden gems across all parts of the country throughout the year with easy ways to book a trip to Britain to experience their own #OMGB moments."
The bespoke content platform also allows for other partners, including airline partners, destination management organisations and travel suppliers to provide detailed local information about places that are not so well known by international visitors.
The US is Britain’s most valuable inbound visitor market and also one of its largest.
Visits from the US grew 10% to 3.3 million in 2015. Visitors from the US spent £3 billion, a record not only from this market but the first time a single visitor market has broken the £3 billion spending mark.
The ‘365 Days of #OMGB’ campaign is part of the UK Government’s global GREAT Britain campaign, which showcases the very best of what Britain has to offer as a place to visit, study and do business.
