VisitBritain – advising on international marketing partnerships

Britain’s national tourism agency has worked closer and closer with more and more commercial partners over recent years. As you’d expect, they've got some people in house who really know their stuff when it comes to marketing partnerships.

In the run-up to London 2012, the Government made more money available – for the global GREAT campaign – as long as VisitBritain could find match-funding.  They’ve excelled … working with high-profile businesses and meeting stiff targets.

But they’re not resting on their laurels. They want to make sure their recent success continues.  And they need partners to help with “Delivering a Golden Legacy” – the brand new 2012-2020 tourism strategy for Britain.

So they asked us to help them take stock, to review how they select, manage and deliver partnership marketing, and to make recommendations.

This was a really fascinating assignment which involved speaking to national tourist boards on the other side of the world as well as indepth interviews with VisitBritain’s marketing partners at home and abroad.  We consulted with VisitBritain staff.  And looked at best practice in other sectors too.

The result was some clear unambiguous advice that VisitBritain are now implementing.  We’re pleased they’re pleased

Latest Tweets

Been doing some research with Gen Z about their attitudes to holidays - UK is firmly off the radar except for visiting friends and events
22 June 2017

"In search of adventure & a different kind of sky": evocative audio portrait of Kent's Isle of Thanet @VisitThanet https://t.co/IdoqqPEMvX
21 June 2017

Potential new funding source? Airbnb introduces €5m Community Tourism Programme @Airbnb @AirbnbCitizen https://t.co/khQjS2rnq0 via @AM2jobs
19 June 2017

.@DCMS shakeup sees John Glen appointed to oversee arts, heritage and tourism @JohnGlenUK https://t.co/vCADAZZkMy via @AM2jobs
19 June 2017

The National Forest is recruiting https://t.co/y4v4RvPNpf Great opportunity.
16 June 2017

See bluesailviews on Twitter