The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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How VisitBritain markets a mature brand to a new audience

How VisitBritain markets a mature brand to a new audience | The Insight Files | Scoop.it

In this Skift interview, VisitBritain's CEO Sally Balcombe speaks about marketing destinations to next generation consumers. VisitBritain is responsible for promoting travel to England, Scotland and Wales but it needs to do that in new ways to remain relevant for younger, digital-savvy audiences keen on exploring areas outside London and Edinburgh, especially. The biggest development is the new VisitBritain.com website launching in October, which will have more of a storytelling delivery and more robust content highlighting local experiences in the countryside and second-tier cities. That is representative of the shift among destination marketing organisations into something more resembling travel media companies, where the priority is the end user experience and user interface versus a billboard for destination partners. Find out more.

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VisitBritain turns to Tumblr for a more social kind of content marketing

VisitBritain turns to Tumblr for a more social kind of content marketing | The Insight Files | Scoop.it

In an effort to leave a lasting impression, or at least a message that lasts longer than on other social media platforms, VisitBritain has turned to Tumblr, launching a Discover Great Britain blog. The blog is an amalgamation of content created by staff writers and bloggers who have a social following of their own. Identifying these third-party content creators, programming the editorial calendar and choosing when to promote the posts is an ongoing effort that involves collaboration with Tumblr. The tourism board has found kindred spirits in various pockets of Tumblr's community, including avid fans of British culture. For example content about Harry Potter generated nearly 1,200 notes compared with other posts that drew an average of 200 notes last week. While Facebook posts and Twitter tweets tend to be more time-sensitive, the content on Tumblr is believed to have greater staying power. However, the challenge of posting the right content at the right time to get maximum organic engagement.

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VisitBritain CEO on being a tourism catalyst

VisitBritain CEO on being a tourism catalyst | The Insight Files | Scoop.it

VisitBritain is the organisation charged with marketing England, Scotland, Wales and Northern Ireland in partnership with the individual countries' and cities' tourism boards. The organisation is currently in the midst of a new campaign highlighting attractions outside of well-known cities. Since the UK eased visa processes for Chinese travellers in 2014, VisitBritain has been heavily focused on attracting Chinese travellers and preparing British businesses to cater to the high-spending tourists. It has also doubled down on its digital marketing initiatives, including a blog on Tumblr. Skift recently interviewed the CEO of VisitBritain about her new role, how digital channels are changing VisitBritain's new marketing priorities, and what she would do with ten times more funding. Click here to read the full interview.

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Gorkha Adventure Pvt.Ltd.'s comment, March 16, 2015 10:59 AM
nice..