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

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25 March 2017

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