Visit Britain | Britain is GREAT
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The document discusses the GREAT Britain campaign, a global marketing strategy used to promote tourism to the UK. It uses three main promotional tools - social media with a large online presence, hosting industry events both in the UK and abroad, and running competitions on social media. Imagery and symbolism, celebrity endorsements, and targeting specific markets are also aspects covered. The tools are meant to complement each other to increase visitor numbers, raise Britain's profile, and develop the visitor economy.
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Visit Britain | Britain is GREAT
- 1. By Asmita Gurung U1409093 Flóra Barancsi U1429843 Frances Avancena U1437892 Kelly Joannides U1435976 Miglė Balčiūtė U1327618
- 2. Contents • What is the GREAT Britain campaign? • Promotional tool #1: Social Media • Promotional tool #2: Events and Partnerships • Promotional tool #3: Competitions • Imagery and Symbolism • Benefits of Celebrity Endorsements • Target Markets • Conclusion
- 3. What is The GREAT Britain Campaign? • Increasing inbound tourism, raising Britain’s profile worldwide • Attracts Visitors to the UK • Developing Britain’s visitor economy • Promotes private/public businesses revolved around various themes: • Culture • Heritage • Sports • Music • Food • Shopping • Countryside (www.visitbritain.org/about-us)
- 4. Promotional Tool #1: Social Media Presence • Digital Platforms – Social Media: Key part of the global marketing strategy • Youtube, Facebook, Twitter, Instagram, Pinterest, Weixin, Weibo • ‘LoveWall’: multiple languages, localised homepages, videos, images
- 5. Promotional tool #2: Events • Workshops, seminars as well as trade events forming business connections with international trade buyers. • “events and missions in 2013/14 brought an extra £85m in additional visitor spend, with 63% of overseas trade stating they had introduced or sold new tourism products to Britain as a result of our international trade activity.” (Visitbritain.org, n.d.)
- 6. Promotional tool #2: Events ‘Destination Britain China’ event; • Annual 3 days trade fair since 2009 • Showcases Britain to the world’s largest outbound market. • Provides British suppliers the opportunity to establish valuable business connections with the Chinese travel trade.
- 7. Promotional Tool #2: Events &Partnerships • Partnerships in Private and Public Sector • Creative and Cultural Companies • Tourism and Non-Tourism Partners
- 8. Promotional tool #3: Competitions • Primary Research Instrument • Engages the audience • Gathers valued information directly from target market • Entering email address allows them to send additional news and events (Pike, 2008, Kotler, et al, 2013, Uysal, et al, 2011)
- 10. Benefits of Celebrity Endorsements • Likely to remember an ad that is linked with a celebrity • “Bollywood Britain” Indian celebrity Saif Ali Khan as spokesperson • Increase brand awareness • It provides added value and credibility
- 11. Target Markets • Encourage people to visit, do business, invest and study in the UK –Demographic • Highlighted that they are “Global leaders in the creative industries” –Psychographic • Partnerships with British companies gathering in Hong Kong and Shanghai for the GREAT Festival of Creativity – Geographic • “Encourage prior visitors to return” - Behavioral (www.greatbritaincampaign.com, Kotler, et al, 2013)
- 12. Do The Promotional Tools Compliment Each Other? • Social media -one of the most influential forms of advertising • “The real way of getting into social media is you don’t advertise, you participate in the community” - Kotler, Armstrong, 2010:539 • Social media + Symbolism • Social media + Celebrities Endorsements • Social media + Partnerships • Social media Accessibility
- 13. Thanks for Listening! Any questions?
- 14. References • British Council (2016) GREAT Britain Campaign. Available at: www.britishcouncil.org/organisation/facts/programmes-and-initiatives/great- campaign (Accessed: 15th March 2016) • Dyer, J. (2011) What is a sign? Semiotics and the construction of meaning. Available at:katlord.files.wordpress.com/2013/02/what_is_a_sign_semiotics_and_the_con struction_of_meaning.pdf (Accessed: 25 February 2016). • Frogdog (2013) The Advantages and Disadvantages of Celebrity Endorsements. Available at: http://frog-dog.com/the-advantages-and-disadvantages-of- celebrity-endorsements/ (Accessed: 2 March 2016). • GOV.UK (2016) Britain Is GREAT. Available at:www.gov.uk/britainisgreat (Accessed: 15th March 2016).
- 15. • Great Britain (2016) The GREAT Britain Campaign. Available at: www.greatbritaincampaign.com (Accessed: 15th March 2016). • Kotler, P. and Armstrong, G., 2010. Principles of marketing. London: Pearson education. • Kotler, P., Bowen, J.T., Makens, J.C. (2010) Marketing for hospitality and tourism, 5th International Ed., Boston: Pearson. • Lombardo, J. (2016) Celebrity Endorsements in Advertising: Definition, Benefits & Examples, Available at: http://study.com/academy/lesson/celebrity- endorsements-in-advertising-definition-benefits-examples.html (Accessed: 2 March 2016).
- 16. • News.xinhuanet.com, (2015). Britain sends large mission to China to promote tourism, Xinhua | English.news.cn. [online] Available at: http://news.xinhuanet.com/english/2015-11/20/c_134834770.htm • Pike, S. (2008) Destination Marketing, London, New York: Routledge. • Suttle, R. (2016) What Are Five Advantages of Using Celebrities in Advertising? Available at: http://smallbusiness.chron.com/five-advantages-using-celebrities- advertising-34394.html (Accessed: 2 March 2016). • The OMGB Tourism Agency (2016) #OMGB Home of Amazing Moments. Available at: http://en.omgb.com (Accessed: 15th March 2016). • Uysal, M., Harrill, R., Woo, E. (2011). Destination Marketing Research: Issues and Challenges. In Wang and Pizam (eds.) Tourism Destination Marketing and Management: Foundations and Applications. London: CABI
- 17. • Visit Britain (2016) Campaigns. Available at: www.visitbritain.org/campaigns (Accessed: 15th March 2016). • Visitbritain.org, (2016). Event highlights. [online] Available at: https://www.visitbritain.org/event-highlights • Visit Britain (2016) Introducing The GREAT Tourism Campaign. Available at: www.visitbritain.org/introducing-great-tourism-campaign (Accessed: 15th March 2016). • Williams, S. (2015) The Many Meanings of Red. Available at: http://color-wheel- artist.com/meanings-of-red.html (Accessed: 26 February 2016).
Editor's Notes
- Migle These are the contents we’ll be discussing in this presentation
- KELLY The great Britain campaign is a collaboration of many British organisations, such as Visit Britain, The British Council, The OMGB Tourism Agency to name a few, all working together to promote the UK internationally through highlighting it’s various assets and themes, in an attempt to attract visitors, students and businesses to come to Britain.
- FLORA In the recent years, social media has become indispensable for businesses in their marketing strategies. It is also relevant in the Britain is GREAT campaign as a form of online advertisement and promotion. Digital Platforms and Social Media are key parts of their global marketing strategy. The most important websites related to the campaign are visitbritain.com. They have strong presence on most of the Social Media platforms, including Facebook with over 3million followers, Instagram, Twitter and Pinterest. Also, they are very popular on the most important Chinese blogging sites, on the Weixin and Weibo. The official digital platform of the campaign, the LoveWall is live since 2013 in 12 different languages, with localised homepages. Visitors can easily build their journeys by exploring the platform. They can search for locations, accommodation, restaurants and attractions by categories or using the map on the site. …...Marketing intelligence- using general available sources Casual and ad-hoc approach through gathering everyday information- through social media- (kotler, et al 2010)
- Visit Britain delivers workshops, seminars as well as trade events targeting their key influencers, therefore, forming business connections with international trade buyers.
- - A new research reveals that Chinese perception of Britain as a travel destination has increased significantly as that it is stronger than ever. Our annual Destination Britain China event provides a platform for the UK tourism industry to do business with the top travel buyers in China, targeting Geographic consumer markets More than 70 travel trade and industry suppliers from the UK including hotels, retailers and tour operators joined us at our Destination Britain China 2015 sales mission in Beijing from 23-25 November. 100 buyers from 14 cities across China as well as Hong Kong had the chance to see the latest tourism offerings from across the UK with suppliers from Oxford, Canterbury, Harrow, Leeds, the Lake District, Northumberland and Inverness to name a few. We saw tourist numbers from China increase by 28 percent in the first six months of this year and have ambitions to double the spending from Chinese visitors to 1 billion pounds by 2020 As you can see from the examples shown, it is clear that events and partnerships are closely linked. So we’ll now move on to talk about partnerships
- In order to promote Britain, build a strong brand and attract more visitors, VisitBritain works in partnerships with a large number of organisations in the private and public sectors. Hundreds of creative and cultural companies are involved in the GREAT Britain campaign. They are using the GREAT brand in their promotional activities. They have excellent relationships with strategic partners from the public sector, such as the FCO (Foreign and Commonwelth Office), UKTI (UK Trade and Investment), British Council, DCMS (Department for Culture Media&Sport) and Cabinet Office. VisitBritain strengthened its relationship with British Airways and signed up new partners like Emirates or Quatar Airways in the travel industry. Having extended collaboration with the Barclays Premier League, VisitBritain launched the Football is GREAT campaign. Statistics show that more than 800,000 visitors went to see a football match during their stay in Britain in 2014 and spent avarage £855 per visit. The GREAT campaign opened up to non-tourism partners as well, like Jaguar, McLaren or Aston Martin. Aston Martin was promoting Great Britain in the US, Los Angeles, on the GREAT British Film Reception. By having partnerships with successful British fashion companies, they are representing the British innovation and design. They also participated and advertised Britain on the London Fashion Week. The Fashion is GREAT campaign highlight the creative talent we have in the UK targeting the Psychographic consumer market
- KELLY The OMGB tourism agency have held a competition for a primary research instrument which targets the behavioural consumer market and engages their audience, rather than having them fill in tedious questionnaires, which people tend to often dislike. Whereas holding a competition allows the audience to provide their information of their own accord, and have been motivated to do so with the incentive of winning a trip to Britain. The competition asks the participant to describe their ‘ultimate OMGB moment’, gathering information directly from their target audience and can therefore anticipate customer expectations as well as tell what is most in demand. This allows the company to evaluate if they can then fulfil and even exceed these expectations, or in some cases, work to improve something that will enable them to if plausible. Lastly, by entering their email they give OMGB the opportunity to directly send additional information and promoting other events. Again, promoting Britain to it’s maximum potential.
- FRANCES The Britain is great campaign has made intelligent use of the word “Great”, by giving it a double meaning; suggesting that Great Britain IS great The campaign has repetitively included the country’s flag and the words “is great” in bold, red letters on every poster, only ever changing the topic, picture and sometimes includes a brief description. The use of repetition could leave a lasting impression on their audience. Choosing a vibrant colour such as red to fill in the word “great” not only grabs the reader’s attention and co-ordinates with the colours on the the union jack, but it can also be interpreted to symbolize love, intensity, energy, excitement, action fun and more, potentially influencing the way their audience feels towards the idea of visiting Britain when reading the poster. Semiotics for Beginners by Daniel Chandler The pictures shown on this slide are just four of a vast majority. Each display an example of how dynamic Britain really is, as a tourist is likely to only be familiar with iconic landmarks such as Big Ben, the London eye or Buckingham palace, mostly situated in London. The countryside poster shows them that there is more to Britain that just London alone. The other three posters show an example of the many segment markets the campaign is targeting: The knowledge poster showcases that Britain has “four of the top ten universities in the world” – targeting potential students to come and study in England.- a demographic market The “love is great” poster shows that Britain is unbiased and attracts those whose sexual orientation may not be accepted within their own country. – targeting a psychographic market The Bond poster tactfully highlights a globally recognized, British film, with Daniel Craig as their celebrity endorsement. –Targeting a psychographic market once more
- FRANCES *(According to researchers Jagdish Agrawal and Wagner Kamakura, celebrity endorsement can improve as recall. People are more apt to remember an ad that is linked with a celebrity endorsement. Captures attention) * Attracts new customer and a wider audience (people that continually see celebrity in posters or commercials for a certain product of services maybe convinced to try the product/services. Example: Visit Britain have set up a “Bollywood Britain” campaign with the use of an indian celebrity Saif Ali khan as its spokesperson to attract more visitors from India) Increase brand awareness (celebrities can enhance people’s awareness and understanding of what a destination can offer) It provides added value and credibility Celebrity endorsement is most effective if they promote products/services that they are most likely to use. It is also important that the celebrity matches the image the country want to present to their audience.
- KELLY Visit Britain have stated that they encourage people to not only visit, but to do business, invest and study in the UK. We can see this by their use of holding workshops, seminars and trade events to connect with international trade buyers, targeting businesses. By promoting universities and educational assets, they target non-residential students. These all fall under the Demographic category in Kotler’s market segmentation. Highlighted that they are “Global leaders in the creative industries” –Psychographic Companies such as British Airways, Cambridge Satchel Company and Jaguar Land Rover have made a partnership with Visit Britain primary marketing research tool such as competitions, anticipate visitor expects - Behavioural (Uysal et al, 2011) Office for national statistics www.ons.gov.uk aka the international passengers survey - info on visit britain Methodology
- Social media has become one of the most influential forms of advertising and promotion recently as it is probably one of the best ways to reach most of the target markets and in the quickest way. In case of visitbritain.com, it not only gives all the information related to the tourism in Great Britain but also advertises certain activities. REFERENCE: Kotler, P. and Armstrong, G., 2010. Principles of marketing. London: Pearson education. Symbolism is definitely related to social media. All those messages that advertisements send to us have a huge influence to our subconscious- especially the symbols. For example, a picture of hot tea with chocolates and cakes will probably be understood as a symbol of British Afternoon Tea which will stay in your mind as a “must try” once you see it. Celebrities have been used as an advertising tool for a long time. Since the social media appeared- such as Facebook, Twitter and others, Celebrities advertising connected to the social media. Celebrities can promote via social media and this is more influential advertisements than ever before. Partnerships and social media definitely have a strong relationship. Almost every business or activity needs a social platform to advertise. This is why so often businesses or organizations collaborate through each others social medias. We can see that social media is one of the easiest and most effective ways to reach different target markets. Seeing as the competition, the posters, the lovewall and other aspects all rely heavily on social media as a platform to advertise on, it is clear that social media is their strongest promotional tool out of them all.