What are the current marketing campaigns that are having an effect?

[Hina]

I want to know what are the current marketing campaigns that are having an effect? Basically i researched it i found this: http://www.visitbritain.org/marketing/ma...ramme.aspx but u know the video it doesnt work for me. So if u could tell me what is the current marketing campaign and how that affecting domestic and inbound tourists?

Thanks :-)

[Kiron Kang]

This is what video shows and emphasis. Visitbritain partners, esyjet, virgin airlines, P&O ferries, Hilton Hhonors hotel, heritage sites, Hostelworld.com. and iconic BOND was used to market successfully.
Our marketing will use the key triggers for travel to Britain – culture, heritage, countryside - supported by shopping, food, sport, adventure, football and music. The 2013/14 campaign will also address the recommendations in the Britain tourism strategy; to showcase London-plus experiences to consumers, to ensure Britain is sold by the trade and to raise awareness of the ease of access to Britain as a whole. We will focus our investment with our commercial partners on those markets which offer the best immediate return and best future prospects for Britain; provide extensive PR support for media, build on our social media capability and digital and mobile offering.2014 sees us hosting the Commonwealth Games, Tour de France Grand Depart, Giro d’italia Grande Partenza, the Ryder Cup, the 100th anniversary of the birth of Dylan Thomas and 450th of William Shakespeare. We will work with host cities and nations to promote these events and generate positive PR.
MARKETING CULTURE, HERTAGE, & COUNTRY- PLUS SHOPPING, FOOD, SPORT, ADVENTURE, & MUSIC..3 PROGRAMME AIMS (1)Build awareness of our attractiveness as a tourism destination amongst those who have not yet visited Britain. (2) Encourage prior visitors to return. (3) Provide a series of op portunities and incentives to visit Britain now, working in partnership with the private sector. Along with our ADVERTISING (IMAGE & TACTICAL) & PR PROGRAMME, INTEGRATED DIGITAL ACTIVITIES CREATE & AMPLIFY CONTENT TO INSPIRE & MOTIVATE PEOPLE TO TRAVEL. 2012 has also been a year for SOCIAL MEDIA SHARING & ENGAGEMENT. From video: 13.5m viewed Visitbritain pages. 1m on Facebook, 300,000 on weibo, 132,000 on Twitter. There were 750 media visits. 3.2 billion advertising value equivalent. Reached 34600 travel buyers.30,000 articles to explore Britain were generated, resulting in 6.8 billion views. In 2012/13 Visitbritain had turnover of 10m, net profit of 500,000.16.7m from partner support. Our SKYFALL activity which launched in October 2012 was our first fully integrated digital campaign and helped drive engagement, as well as CRM sign up and TWITTER ENGAGEMENT. // OBJECTIVES- designed to operate on two levels: to both BUILD ASPIRATION TO TRAVEL TO BRITAIN, & to INCREASE THE NUMBER OF PEOPLE VISITING the UK. TO DETERMINE SUCCESS WE MEASURE INTENT TO VISIT, VISITOR NUMBERS, & VISITOR SPEND, & CALCULATE ADDITIONAL TAX REVENUES, JOB CREATION, & GROSS VALUE ADDED (GVA) BENEFITS WHICH ACCRUE TO THE WIDER ECONOMY. // COMBINED OBJECTIVES OVER 4 YEARS are:4.6m visitors & £2.3 billion visitor spend & 57,000 job opportunities & £460m in tax revenues
Progress so far- By March 2013, we HAVE ACHIEVED: Figures in brackets objectives. Compare with actual progress. Result 25% ahead of estimated objectives. 25 in 100 or 1 in 4 was met ahead of target:.(4.6m visitors) 1.92m visitors from overseas – 25% ahead of March 2013 target & (£2.3 b spend) At least £0.96 billion visitor spend – 25% ahead of March 2013 target & (57,000 jobs) 24,000 new job opportunities – 25% ahead of March 2013 target & £6.9 billion in PR coverage - 600% of four-year target & (This is Good) Britain has moved up 1 place to 4th in overall nation brand ranking and moved into the top 10 for welcome + Partner support for our activities worth £26 million in cash and in kind – 50% of four-year target. //VisitBritain ESTIMATES BASED ON MODELLING (a model is used to predict the outcome given a certain set of rules, if constructed properly, like a house on solid foundations, the predicted outcome should be fairy accurate), that the GREAT image campaign has POTENTIALLY (means the figure can go up or down), GENERATED A RETURN of (means made money) £200.25 million and 422,000 VISITS TO Britain, indicating a return on investment (ROI) of 8:1. // VisitBritain ran high impact outdoor advertising as well as print, TV and online in selected priority markets. The campaign was evaluated via four waves of research: online interviews were conducted with more than 15,000 recent international travellers in 13 cities around the world where VisitBritain GREAT image activity had run.Summary of the image campaign EVALUATION: a)(This is good) 72% of the audience in target cities recall seeing the GREAT campaign. b) (Twice as many want to come. Good) 23 % of those who recall the campaign PLAN TO VISIT NEXT YEAR as opposed to 11% of those who do not recall the campaign.c) (Good) Analysis of our first year of GREAT Britain activity has revealed that it has potentially delivered an additional 422,000 visits from the target cities.If these turn out to be true, then good)IN THE CITIES WHERE THE SURVEY TOOK PLACE WHEN ASKED people strongly agreed they would visit outside London.