Our marketing and campaigns
We want Britain to be the destination of choice for travellers. Our global campaigns aim to inspire international leisure visitors, thereby increasing incremental visitor spend for the tourism and leisure industry and the British economy.
Our objective is to position Britain as a welcoming, dynamic and diverse destination in order to entice our best prospect customers to visit Britain this year. Below you can learn about our ‘Experience Seeker’ target audiences, and find our helpful pen portraits for your own marketing activities.
As a key GREAT Britain campaign partner, we play a central role in the UK Government’s ambitious international campaign to encourage the world to visit, do business, invest and study in the UK. As the tourism partner, VisitBritain has a demand-building strategy centred around three key strands of work:
1) Telling our brand story
Curating Britain’s image as a welcoming, dynamic and diverse destination, through industry collaboration to maximise the impact of government investment and attract additional funding.
2) Reaching our customers
Using innovative, creative and data-led marketing in Britain’s most valuable inbound markets, and collaborating with His Majesty’s Government on priority government themes. Our innovative campaigns are supported by continual inspiration on our digital and social channels (visitbritain.com and @lovegreatbritain), our global earned media programme, strong partnerships with the industry and strategic business-to-business work.
3) Engaging our partners
Supporting the industry to rebuild by prioritising the interventions that will increase value for Britain, and providing UK suppliers with routes to market, access to data and insights, and tools to deliver the Great Britain Brand Story.
Our international campaigns, along with our domestic campaigns as VisitEngland, are underpinned by close partnerships with VisitScotland, Visit Wales, London & Partners and Tourism Northern Ireland, ensuring our marketing is joined-up and focused on responsible growth across seasonal and regional spread, spend and sustainability.
Understanding our customer segments
Our Experience Seeker Pen Portraits use the latest data and insights from the Motivations, Influences, Decisions and Sustainability (MIDAS) research. These pen portraits tell us in a very quick snapshot why Experience Seekers (formerly known as the ‘Buzzseekers’) are a high value segment to VisitBritain. They provide key indicators which help identify this target audience and demonstrate what makes them unique including key demographics, top sources of inspiration, holiday motivations, desires and behaviours.
Download our Pen Portraits to learn about our ‘Experience Seeker’ target audiences, understand the customer journey from inspiration to booking, and learn how we classify audiences into segments for effective marketing activities.
Gain insights into our target audience that may be helpful for your own marketing activities:
Global Experience Seeker Pen Portrait.pdf
View the full findings
Market Experience Seeker Pen Portraits.pdf
View the full findings
