VisitBritain and British Airways jointly launch a campaign

UK national tourism agency VisitBritain and British Airways have launched a new campaign, emphasising the emotional allure and authenticity of attractions that can be found across Britain.

The promotion, aimed at VisitBritain’s most lucrative ‘Classic’ traditional tourism market, offers travellers powerful images of the diversity Britain has to offer – and shows how getting here has never been easier with British Airways. According to the agency, the campaign brings the attractions to life by adapting the ‘mode dial’ found on cameras across the world to display the wealth of British icons tourists can enjoy.

The global campaign, which is being financed 50-50 by British Airways and VisitBritain, offers special fares to economy passengers.

The joint activity also moves beyond pure advertising into areas such as media familiarisation trips and syndication of VisitBritain web content onto ba.com and consumer databases.

Laurence Bresh,director of Marketing, VisitBritain said: “Britain has more attractions per square mile than anywhere else in the world and we think the ‘Classic’ campaign will inspire visitors to travel the length and breadth of the country.”

The first phase of ‘Classic’ will see the campaign launched in Europe followed by the rest of the world in the following markets: Austria, China, Czech Republic, Denmark, Finland, GCC, Greece (January 2011), Hong Kong, Hungary, India, Japan, Norway, Poland, Portugal, Russia, Sweden and Switzerland.