Industry Co-operative Partnership Campaign - USA and Australia
VisitBritain/Pinzutu
Industry Co-operative Partnership Campaign
Building on the success of 2022-2024 Industry Co-Op USA campaigns, we are pleased to announce an expansion of the Industry Co-Op Partnership program. In addition to the USA market, we are for the first time also targeting the Australia market. This development comes off the back of recent strong performance, with Australia now Britain’s fourth most valuable source market, and having a potential to go further with an average length stay of 14 nights, almost double the global average.
Reference: Watch the sizzle reel recapping our USA Co-Op Marketing Pilot Campaign 2023-24
At a glance
Campaign dates: October 2024 to March 2025
Delivered in two phases, our Brand-Solus awareness and inspiration campaign will run first from October-December 2024. This is followed by the re-targeting and conversion phase with our industry partners, running January – March 2025.
- Phase one: 7 October to 22 December 2024
- VisitBritain only (driving awareness and prospecting)
- Phase two: 13 January to 30 March 2025
- Campaign partners (re-targeting and conversion)
What do I get?
We are investing £400K seed funding to kick start the campaign. Tourism industry partners can join the collaborative digital platform through a variety of options and investment levels starting at $15K* and scaling up to $100K* market currency+. We will leverage its GREAT brand messaging, media relationships and innovative approach to inspire, engage and convert US and Australian consumers.
Aims and objectives
- We will deliver value to industry by seeding the program with an initial investment of £400K media buy to generate awareness and stimulate consideration to visit Britain among travel intenders.
- We will offer opportunities for industry to capitalise on this interest by expanding on VisitBritain’s marketing objectives to include engagement and conversion.
Business objectives:
- Make Britain the destination of choice in the USA and Australia, by driving incremental consideration to visit and bookings in 2025, especially in the off-peak, shoulder seasons.
- Increase consideration among inbound visitors to choose Britain as their next overseas trip over competitor destinations.
- Achieve cut-through and engagement with audiences to ensure campaign impact.
- Drive and track incremental visitors, nights and spend from key US cities and Australia to Great Britain.
Campaign objectives:
- Build upon the success of Co-op Campaign completed in spring 2024.
- Re-engage with the valuable data pool of users with travel intent to visit Britain that were gained through the 2024 programme.
- Continue to develop and build on new engagement and conversion opportunities to industry.
- Continue to provide additional search and booking insights.
- Expand upon existing media partnership programme to provide a collaborative marketing campaign platform that US- and UK-based tourism industry partners can buy into.
- Inspire and influence US and Australian consumers (see Target Audience) to see Britain as a dynamic and diverse destination.
- Provide a variety of partner investment levels, starting at a minimum of $15K market currency (see details under partner investment).
Media channels and budget
Media channel investment options:
- Tier 1 - Standard Display Prospecting + Retargeting
- Tier 2 - Multi-slide rich media format, retargeting + paid social media
- Tier 3 - Multi-slide rich media format, video on demand, native advertising, retargeting + paid social media
- Tier 4 - Multi-slide rich media format, video on demand, native advertising, retargeting, paid social media + additional targeting
- Tier 5 - Multi-slide rich media format, video on demand, native advertising, retargeting, paid social media, additional targeting + Sojern search and booking data
Budget:
- VisitBritain investment: £400K total
- Budget breakdown by market:
- USA = £300K
- AUS = £100K
- Co-op partners’ investment options: Five investment options starting at a minimum of $15K market currency* with options to scale up to $100K+, depending on partner’s interest and capabilities.
- Tier 1 - $15K
- Tier 2 - $30K
- Tier 3 - $50K
- Tier 4 - $75K
- Tier 5 - $100K
- Note: Partner investment can be scaled
*Exchange rate:
Currency conversion based on UK Gov’t official exchange rate £1 = USD$1.25 & AUD$1.91 .
Partners can be invoiced in either US or Australian dollars or Pound Sterling using the exchange rate effective at time of actual billing.
The campaign budget and five investment tiers are set in USD and AUD dollars to minimise currency exchange fluctuations.
Partner eligibility criteria
- Number of partners: Twenty (20 estimate) investing partners from UK, US and or Australian tourism industry
- Eligibility: Applications will be considered according to partner eligibility criteria.
- Categories: This co-operative marketing campaign is open to the following eligibility categories:
- Destination marketing organisation (DMO)
- Airline (must have direct service between the US and UK)
- Hotel(s)
- Tour Operator (US and or Australian based headquarters only)
- Rail operators; transportation providers (ferries, bus)
- Car rental companies
- Entertainment (theatre, live events)
- Museums and attractions
- Tours and activities
- Designer outlet, shopping centres
What company categories are ineligible to participate? The following types of companies and organisations are ineligible for this campaign and so cannot apply:
- Destination management companies (DMCs)
- Travel agency consortia
- Tourism business improvement districts (TBIDs)
- Online travel agents
- Sole traders
- Membership organisations representing solely a sectional interest-group within the tourism and hospitality industries, such as hotelier associations and attraction groupings
Register your interest
Register your interest
- Registrations of interest must be submitted via the online form no later than September 27 to be considered as a potential partner for this campaign. Registrations received after September 27 will not be considered.
- Note that registering interest is non-binding and is not a commitment to participate.
- Following the registration period, our partner agency, MMGY Global, will follow up with all interested parties on behalf of VisitBritain to provide a detailed overview of the opportunity.
These opportunities are subject to VisitBritain budget approval.
- Registrations of interest must be submitted via the online form no later than September 27 to be considered as a potential partner for this campaign. Registrations received after September 27 will not be considered.
- Note that registering interest is non-binding and is not a commitment to participate.
- Following the registration period, our partner agency, MMGY Global, will follow up with all interested parties on behalf of VisitBritain to provide a detailed overview of the opportunity.
These opportunities are subject to VisitBritain budget approval.
Contacts
Industry Partner Recruitment Enquiries: visitbritain@mmgyglobal.com
