UK tourism board VisitBritain has launched the European phase of its ‘Britain for Less’ campaign. The Pounds 1.8 million campaign, is part of a major Pounds 6.5 million global push to market Britain as an affordable destination. The strapline “See More for Less”, will run across 18 European countries and take in a number of online and offline elements. A website has been created to highlight attractions and experiences which offer value for money. Britainforless.com
will also feature tips from those in the know about saving in Britain and feature an interactive map. Other activity includes online ads across relevant lifestyle and travel portals, including Expedia, Lastminute.com
and Yahoo, as well as search and e-CRM activity. Advertorials will also go out in European editions of the Metro newspaper.
The ads aim to “tease” viewers with images of visitors being surprised and delighted by iconic British sites, such as Stonehenge. A raft of partnerships have been secured for the campaign, including discounts at London’s Westfield shopping centre, and a 20 per cent discount on summer festivals including Isle of White’s Bestival and Creamfields in Liverpool. The campaign will also push accommodation discounts, through Jurys Inns and the Intercontinental Hotel Group and low-cost flights through easyJet, which is offering cheap flights from 14 countries, including Germany, Poland and Switzerland. VisitBritain has also partnered with GO-SIM to create a branded SIM card, which will help visitors avoid expensive roaming charges.