VisitBritain Launches #OMGB Social Media Campaign
PHOTO: Visitors are encouaged to use #OMGB in new campaign. (courtesy VisitBritain)
VisitBritain has launched a new marketing campaign to showcase a destination full of amazing experiences. GREAT Britain "Home of Amazing Moments" is the largest international marketing campaign for 2016 and aims to reach more than 100 million people overall.
The campaign formally began this week across four markets: Brazil, France, Germany and the U.S., with a three-month digital and print campaign. It is part of the UK government’s global GREAT Britain campaign, which showcases the very best of what Britain has to offer as a place to visit, study and do business. Under this umbrella sits the global Welcome to GREAT Britain campaign, which highlights what makes Britain a GREAT destination for tourists.
The new campaign is designed to show people the diversity of amazing experiences, culture and countryside available across Britain and inspire them to want to be part of it and book a trip to come and discover their own amazing moments.
The first phase of the campaign is focused on driving visitors to OMGB.com, which is populated with images, cinemagraphs and videos of amazing moments that can be experienced in Britain. There is also a 30-second film to launch the campaign on VisitBritain’s Facebook and Instagram sites.
Visitors can then share the content on the site through their own social media channels using the hashtag #OMGB (Oh My GREAT Britain) to win a vacation in Britain. The campaign will also use social media influencers who will be sharing their own amazing moments from recent trips to Britain.
In April, the second phase of the campaign will get under way and invite visitors to upload images of their memorable moments of vacations to Britain using the same hashtag, #OMGB. Some of the uploaded images will be shared across VisitBritain’s Twitter, Instagrama and Facebook accounts.
“Millions of people visit Britain every year, thanks to our incredible mixture of historic architecture, stunning scenery, iconic sporting events, unparalleled music scene, and world-renowned museums and galleries,” said culture secretary John Whittingdale. “By asking visitors to share some of their amazing UK moments we want to build on their adventures and encourage others from abroad to experience the best of Britain.”
Research from the national tourism agency found that communicating a sense of atmosphere and emotion is a crucial element in attracting overseas visitors. While Britain was seen as offering great cultural sights such as museums and galleries, it was considered less strong on communicating the promise of emotive and immersive experiences – that has changed.
Research by VisitBritain published in November showed the powerful influence social media has when it comes to positioning Britain as a destination of choice for international visitors. Almost 70 percent of all respondents said content posted online by friends made them want to visit a destination.
Spending by overseas visitors is predicted to reach almost £23 billion this year, up 4.2 percent on last year and the U.S. is Britain’s largest and most valuable inbound visitor market. In 2014, Britain saw almost 3 million visits from travelers from the U.S., which is 7 percent more than the previous year. Visitors from the U.S. also spent a record £2.9 billion in 2014.
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