VisitBritain
Destinations

England Short Breaks - Automn 2006

Since the arrival of low cost airlines, England can be reached from all parts of Germany more directly and cheaply than ever before. This means that English cities and regions are increasingly more attractive for weekend or short trips. Furthermore, travel analyses over the past few years by the German holiday market indicate a constant growth in the short trip segment. In the context of this growing market, English cities and regions have the chance to position themselves next to established destinations such as London, Paris and Barcelona on an equal basis.

Target Group:
In general, the group of good earners in Germany from 35 upwards with emphasis on the 35-50 age group
- DINKS I: childless couples between 35-50
- DINKS II: childless couples between 50-60
- Empty Nesters: couples aged between 50-60, children left home

Task:
The campaign concept shall be realizable in Germany as well as in the neighbouring countries France, the Netherlands and Ireland.
Short-term aims:
(1) To generate traffic to the campaign website as well as click-throughs to and bookings on the affiliated websites.
(2) To stimulate consumers in order to undertake a short trip to speficic cities, also in terms of a gateway to the nearby regions.
Long-term aims:
(1) To increase the level of awareness of England in general and English regions and cities in particular with regard to short trips.
(2) To generate new addressses and newsletter registrations.
Campaign partners:
Local Tourist Offices covering the area Heart of England and the cities of Manchester, Birmingham and London, as well as the carrier British Airways

Solution:
48 hours – The campaign concept is based around the “48 hours” logo, a design in graphics which serves to represent the brand. The campaign is aimed at demonstrating to the consumer what he/she may experience during a weekend (48 hours) in England. The vibrant colours and images portray England’s cities and regions as lively, modern and diverse.
The campaign combines online and offline marketing.
Flash layer and Skyscraper – placed in tandem on different travel-related websites – use images to show the variety of things to do in London, Birmingham and Manchester.
In addition, ‘England-Memory’ designed as a viral game communicates an exciting and varied picture of England via the memory cards and provides low-priced offers by airline partner British Airways.
Direct mailings in the form of a 16-page booklet give selected recipients taken from the VisitBritain database concrete tips regarding sightseeing, shopping and going out for their weekend trip to Manchester, at the same time suggesting three routes through the region Heart of England.

Results:
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