VisitBritain
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England Short Breaks - Automn 2005

Present situation:
On the German market, England is largely synonymous with Great Britain and rarely seen as what it is: a separate region in the centre of the island, bordering Scotland in the North and Wales in the West. London still attracts the highest number of tourists, but with the advent of cheap flights, smaller English cities like Manchester and Newcastle/Gateshead have become attractive destinations for short breaks and can be used as a starting point for fly & drive holidays to the English countryside.

Target group:
Good 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 the English region East Midlands and the cities Manchester and Newcastle/Gateshead.
Long-term target:
Increasing awareness of England as a separate region that has plenty to offer besides London. Generating new client data.

Solution:
The campaign focuses completely on online advertising.
The new German website is installed and the initial contents updated with further information during the course of the campaign. It is promoted via an e-newsletter to selected subscribers to the VisitBritain database and external addresses. Special content integration as well as online pop-ups and skyscrapers with tactical advertisements (with regional targeting according to each promoted air connection) and competition news promote the brand awareness and guide the user to the website. Competitions and newsletter registration generate new client data.

Result:
Request access to "Result"

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