VisitBritain
Destinations

Image Campaign

Present situation:
The unfavourable exchange rate of the pound sterling and the resulting poor price/performance ratio, coupled with an increased competitiveness of other European destinations, makes Britain appear less attractive for many German holidaymakers. This is heightened by the growing expectations of holidaymakers regarding standards within the tourist trade, which cannot be met in the mid-price range in Great Britain. Moreover, recent studies about emerging patterns in the tourist trade reveal that the traditional target groups such as families and independent travellers in the middle income-bracket can no longer be relied upon. Therefore there is a need to explore new target groups and corresponding incentives besides the “Lovers of Great Britain” group, the market segment which repeatedly travels there. In view of this trend, the national tourist organisation VisitBritain is switching the focus of its advertising activities to Customer Relationship Marketing and redefining its main task for the next few years: Acquiring high-quality customer data and meeting customers’ specific requirements.

Target Group:
In general: the segment of high-income earners in Germany, ie in particular: DINKS I: childless couples between 35-50 with a disposable income in excess of 4,000 EUR DINKS II: childless couples between 50-60 with a disposable income in excess of 6,000 EUR Empty Nesters: Couples between 50-60 whose children have left the home, with a disposable income in excess of 4,000 EUR Active Seniors: Couples between 60-70 with a disposable income in excess of 5,000 EUR

Task:
The acquisition of 70,000 new customer addresses in 2004/2005, and 200,000 by 2006
A return on investment of at least 1:29.
In the short term: To motivate customers to travel to Britain In the long term: To increase awareness of the VisitBritain brand To reinforce the VisitBritain brand with the emotional values “Depth”, “Heart” and “Vitality”

Solution:
In view of the range of holidays on offer in Britain and the economic situation in Germany, the campaign will focus exclusively on holidaymakers with an above-average net income as far as the target group is concerned. The emphasis will be on special-interest holidays. The themes of the campaign will be determined by the relevant lifestyle of the target group, ie Dinks I: heavy involvement in profession, little time, strong need for privacy as a couple and to relax
Dinks II: demand for high-quality services; exclusivity, value for money on a high level etc.

The communication strategy will combine elements of traditional advertising such as press ads and billboard advertising with online marketing activities, direct mailings and sales promotions. The campaign response from all activities will be channelled onto the campaign website. There the data generated via competitions will be transferred directly into the central consumer database.


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