After five years the United Kingdom launched its first marketing campaign Down Under with a six-week digital and print drive that showcases the fascinating dimensions of Britain.
Created by London agency RKCR/Y&R, the campaign uses the hashtag #OMGB and will direct consumers to a web portal www.visitbritain.com.au/omgb which comprises a range of promotional material and suggested itineraries.
The media campaign, supervised by Carat, will include ads on sbs.com.au and in Bauer and Fairfax publications.
A few years earlier, funds were withdrawn from Australia and other traditional markets, as tourism chiefs redirected resources to emerging countries.
The re-emergence of VisitBritain in the local market comes after years of savage cuts which saw its Australia-based operation reduced to just two staff and a meagre marketing budget.
But with some of the emerging markets failing to deliver the expected growth for VisitBritain, Australia has returned as one of seven ‘great markets’.
Its skeleton operation has now doubled to four with the recent appointment of a new general manager, David Nye, a Brit, and digital marketing executive, Natalie Hone.
VisitBritain has invested £1.6m (A$2.8m) in the #OMGB campaign which will encourage travellers to upload photos of Britain and “share their memorable moments” on social media platforms.
VisitBritain APAC, Middle East and Africa director, Sumathi Ramanathan, said the reinvestment “signals a new start to Britain’s promotional effort in market”.
“VisitBritain has further committed to the Australian market by not only investing in marketing and partnership programs but in strengthening the local marketing team,” she said.
