VisitBritain
Destinations

Touring England - Spring 2006

Present situation:
In general, tours of Great Britain have always had a large following in Germany. However, since England is largely used as a synonym for Great Britain on the German market, it is difficult to distinguish it from the other British regions and to promote its own characteristics and traditions. It needs to build up its own brand.

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 tour of England.
Long-term target: Increasing the awareness of England as a separate entity in Great Britain with its own characteristics, highlights and culture. Generating new client data.



Solution:
A comprehensive direct-mail advertising campaign covering 60,000 clients on the VisitBritain database plus about 900,000 copies added to eleven different magazines introduce the English regions and campaign partners (ferry companies) and provide the first incentives for planning a round trip by means of a competition and brochure ordering service. Online marketing via content integration and banner advertising supports the offline 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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