VisitBritain
Destinations

Touring Britain

Present situation:
Tours of Great Britain have always had a large following in Germany. Trying to secure new clients beyond this client base only seems sensible with regard to higher income groups, since it is mainly in the higher price segment that Great Britain offers uniquely traditional holidays representing good value for money.

Target Group:
In general, higher income groups in Germany from the age of 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 customers to undertake a round trip through Great Britain. Long-term target: Increasing the awareness of British culture and British regions. Securing a new customer base.

Solution:
A comprehensive direct-mail advertising campaign covering 60,000 clients on the VisitBritain database plus 500,000 copies added to six different magazines to introduce the British regions and campaign partners (ferry companies) and to provide the first incentives for planning a round trip by means of a competition and brochure ordering service. Online marketing via search engines and banner advertising supports the campaign and points users to the campaign website. New client data are generated by means of a competition.

Result:
Request access to "Result"

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