In Britain's banner year, ad blitz promotes heritage, culture and
countryside in major commuter routes
(Embargoed until 8:30am on 15 February 2012)
TORONTO, Feb. 14, 2012 /CNW/ - Today, VisitBritain launches its largest
ever image campaign(1) in Canada. The advertising offensive includes prominent artwork
displays at Union Station, Yonge & Bloor TTC station, along the
Gardiner Expressway, at Yonge & Dundas Square and throughout the
downtown core, reaching millions of travelling consumers in a key
"With the eyes of the world focused on the UK this year, we want to
ensure that they see what it is that is so special about this GREAT
country of ours," said British Secretary of State for Culture,
Olympics, Media and Sport Jeremy Hunt. "This year will see a year of
festivities taking place, with global reach possible on a level never
seen before for British tourism. As we come together to witness an
extraordinary celebration of culture, heritage and sporting
achievement, there is no better time for us to showcase all the
wonderful attractions that we have on offer and entice as many people
as possible around the world to come and share it with us."
"Canada is a vitally important market for Britain's tourism industry,"
said Karen Clarkson, VisitBritain's Vice President - North America.
"Through their spending in and exploration across our countries,
Canadians contribute significantly to the British economy while
shedding light on our vibrant city centres and serene countryside.
We're keen to introduce Canadians to these destinations and the many
points in between with this campaign."
According to 2010 International Passenger Survey, 686,000 Canadian visit
Britain annually. The whopping number speaks to the popularity of
Britain which is the fifth-most-visited market by Canadians. When
combined with the annual spend of Canadians in Britain, £513m, Canada
is the 6th most valuable source market globally.
"Our goal is to introduce, refresh and remind Canadians why they should
visit Britain, and why there is no better time to do so," said Ted
Flett, VisitBritain PR and Communications Manager - Canada. "We have a
spectacular 2012 line up and like Tottenham-born superstar Adele at the
Grammys, we want to be the centre stage in the minds of travelling
Additional advertising display sites will include PATH underground
walkways, Go Commuter rail lines and city-wide TTC stations. Yahoo! and
Metro newspaper advertising is also planned.
The Canadian activity is part of a global initiative that looks to
enhance overseas perceptions of the UK as a major tourist destination
and help drive economic growth. Similar promotions are being undertaken
until March 2013 in major cities in Australia, Brazil, Canada, China,
France, Germany, India, Japan and the US(2). The campaign will show the world what makes the UK such a GREAT place
to visit at a time when high profile events such as the Queen's Diamond
Jubilee, Cultural Olympiad, Torch Relay and the London 2012 Games are
New York commuters will see subway trains wrapped in the Union Jack and
Grand Central Station filled with GREAT images. Franklin D. Roosevelt
Métro station on Paris's Champs-Élysées will be dressed as an art
gallery of GREAT images for all to enjoy. In Delhi, GREAT billboards
will line the main routes in the city and 200 GREAT branded taxis will
be on the streets. Residents in Rio and Sao Paulo will see GREAT images
across the sides of buildings, line key city streets and will have our
invitation to visit Britain wrapped around their Metro newspaper.
The £25 million image campaign will add to the £100 million match-funded
tactical campaign(3) already being run by VisitBritain with commercial partners such as
British Airways, Expedia and Radisson Edwardian to deliver the agency's
biggest marketing push, with an aim to drive an extra 4.6 million
visitors to the UK over the next four years, stimulating an additional
£2.3 billion in international spend.
Notes to editors:
Copies of the GREAT ads being used in each country, along with a copy of
the television commercial being aired across the globe and other GREAT
material are available for use at: http://media.visitbritain.com/
The nine target countries have been chosen for this campaign as they
represent the best short and medium term prospects for the UK, with
both volume and value being delivered through the near European markets
and great potential for future growth from the newer emerging markets
such as India and China. We have focused our efforts on the 14 cities
where there is the largest concentration of our target audiences,
including high spending urban professionals who have a greater
propensity to travel. Cities where the image campaign will run are:
Beijing & Shanghai; Berlin; Los Angeles & New York; Melbourne & Sydney;
Mumbai & New Delhi; Paris; Rio de Janeiro & Sao Paolo; Tokyo; and
We are leading a partnership with private industry - with match funding
of cash and marketing in kind we will make up a marketing fund of
£100m, across a four-year period to enhance the UK's position as one of
the world's leading destinations for international tourism.
Image with caption: "Toronto Union Station commuters immersed in GREAT Britain marketing campaign artwork. The campaign targets Canadians with the greatest propensity to travel and is part of a comprehensive global effort leveraging Britain's 2012 line up which includes the Queen's Diamond Jubilee and 2012 London Summer Olympic Games. (CNW Group/VisitBritain)". Image available at: http://photos.newswire.ca/images/download/20120214_C4221_PHOTO_EN_10090.jpg
For further information:
Ted Flett, PR & Communications Manager - Canada