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VisitBritain to “outsmart†rivals with Olympics tourism strategy
Friday, 26 Jan, 2010
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A new global tourism marketing strategy in the run-in to the 2012 Olympic Games is to be outlined by VisitBritain today.
The agency’s plans over the next three years are designed to inspire travellers from overseas to visit and explore the UK.
The London 2012 Olympic and Paralympic Games “once-in-a-generation impact on the brand of Britain” will be recognised as part of the plans.
Various campaigns will centre around five core themes: dynamic, classic, luxury, generation Y, gay and lesbian with the use of social media at the forefront.
The use of new and mobile technology will be integral to creating a dialogue with customers.
VisitBritain believes social networking will create “advocates for the Britain brand” as potential tourists affiliate themselves with and feel part of the community of Britain.
VisitBritain aims to forge strategic alliances with carrier partners and ensuring public funds leverage matching commercial support.
Consumers will have access to information and inspiration tailored to their individual needs via websites (www.visitbritain.com) and its eCRM programme as well as syndicated content to major portals, travel sites and blogs.
Underpinning any direct advertising to customers, VisitBritain will take advantage of the much wider reach key intermediaries such as the media, the travel industry and brand partners.
VisitBritain will continue to create more links with top brands and Olympic sponsors.
The tourism gains of hosting the Olympics could total £2.1 billion over the period 2007-17, with a legacy effect post-games period worth as much as £1.27 billion for the UK, according to the tourism agency.
Marketing director Laurence Bresh said: “Our global approach, together with the integration of the 2012 Games, will bring a new dimension to VisitBritain’s marketing strategy, as we work to outsmart rather than outspend our competitors.
“To capitalise on the potential tourism gains of hosting the 2012 Games in Britain we must be smarter.
“Smarter spending, with integration across all channels including PR, business to business and digital.
“We must also be smarter with our communications, utilising social media and a refreshed brand embracing the Olympics and our welcome to Britain agenda.”
The details will emerge at a Department for Culture, Media and Sport, VisitBritain and Visit London Tourism 2012 Seminar in London.
by Phil Davies
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