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Destinations

Visit London Youth Campaign 2006

Initial brief:

To promote London as a destination for short trips for young people. The main aim was to establish London as a destination for short trips in the psyche of young, independent travellers aged between 16 and 30 and to generate clicks to youth-related subpages of the London Tourist Board’s website, www.visitlondon.de. The campaign focussed on trips during low season (October - March). Furthermore, we had to generate opt-ins for the Visit London newsletter.

Advertising strategy:

Due to the online-ready target group and small budget, the campaign was centred around the Internet. An incentive was provided by means of a competition, promising a week-end trip to London plus tickets for two London clubs.

Means of advertising:

A medium rectangle in Flash with music by VIVA.tv in rotation.
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Strategies and methods:

Media:

In order to obtain the desired advertising effect despite the limited budget, the campaign was centred around persons aged 18-24. The aim was to create an advertising environment which made the competition prize look attractive. According to the online research group AGOF the mtv.de website, besides a similar environment in matters music, charts and events, offers the highest coverage within the target group. The advantage in terms of the cost-benefit-ratio made us use the VIVA.tv website, which offers the same subjects and target group. Moreover, the concentration of the whole budget on VIVA.tv led to a cooperation in PR matters, which included editorial input.

Advertising means:

The advertising message was to portray London as an upbeat and dynamic, surprising metropolis. Due to the prize, the focus was placed on “going out” and “nightlife”. The use of suitable background music which went along with the prize was of paramount importance for users of VIVA.tv. Due to the high recognition value of the product “London”, we could dispense with the visualisation normally used by the tourist trade to illustrate a destination. Big Ben used as a symbol was enough to suggest the capital of Britain to the users. The music and animation of Big Ben, which moved in the same rhythm, drew the attention to the advertising banner. The strong colours of the rectangle made it stand out from its environment otherwise composed of pastel colours.



Results:
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