VisitBritain
Destinations

Cities in Britain

Present situation:
Before the era of cheap flights, city breaks to Great Britain rarely went beyond London, Edinburgh or Glasgow. For some time now, airlines have opened up new routes, making it possible to travel to a variety of British destinations like Manchester and Liverpool for weekend fares starting from € 19.90 plus tax. This resulted in a new kind of competition among the growing number of cities served by budget airlines with the aim to promote their city as a destination for short trips.

Target group:
-  Mainly students, expected to become high earners in Germany from age 35 upwards
- DINKS I: childless couples between 35-50
- DINKS II: childless couples between 50-60
- Empty Nesters: couples between 50-60, children left home
- Active Seniors: couples between 60-70

Task:
Short-term target: Motivating consumers to undertake a short trip to one of the six British destinations Brighton, Edinburgh, Liverpool, London, Manchester and Newcastle/Gateshead. Long-term target: Increasing awareness of British cities other than London and their cheap-flight connections as a destination for short trips.

Solution:
A comprehensive direct-mail campaign covering 60,000 clients on the VisitBritain da- tabase introduces these British cities to them. Using attractive special offers, competitions and over five million AdImpressions in the form of banners and pop-ups, users are guided to the campaign website by extensive online marketing. An online game packed with information and printed ads help to promote the campaign website. Games and competitions generate new client data.

Result:
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