VisitBritain to “outsmart†rivals with Olympics tourism strategy
Sunday, 26 Jan, 2010
0
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
Phil Davies
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Clearing CSS/JS assets' cache... Please wait until this notice disappears...
Updating... Please wait...
TAP Air Portugal to operate 29 flights due to strike on December 11
Qatar Airways offers flexible payment options for European travellers
Airbnb eyes a loyalty program but details remain under wraps
Air Mauritius reduces frequencies to Europe and Asia for the holiday season
Major rail disruptions around and in Berlin until early 2026