Skift Take
Early research shows that travelers are responding positively to the marketing campaign, but previous host cities have proved how tough it is to maintain tourism momentum after the games end.
VisitBritain has launched the next stage of its multimillion-pound GREAT marketing campaign, designed to draw in more overseas visitors, now that the Olympics and Paralympic Games have ended.
The new £13.5m marketing push has gone live with airlines, hotel companies and tour operators offering deals to ensure that, having watched the best of Britain on their screens, overseas travellers decide to experience the country for themselves.
The latest phase of the marketing campaign includes a seven-month run of print advertising in National Geographic, advertorials in Time Out and on Yahoo!. A key component will involve the release of a new TV ad, “Memories are GREAT”, which includes imagery from the Olympic opening ceremony, positioned on leading consumer websites across the world.
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Our daily coverage of the global travel industry. Written by editors and analysts from across Skift’s brands.
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