VisitBritain plans to start its youth campaign called ‘Cool Nation,’ in India by September this year. According to Paramjit Bawa, Country Manager (India), VisitBritain, the campaign will be launched in cities like Delhi, Mumbai, Chennai, Bengaluru, Hyderabad, Kochi, Hyderabad, Jalandhar and Chandigarh. Organised in association with British Airways, the campaign will look at showcasing Britain as a destination for youth through music, sports, fashion, film, concerts and food. As part of the campaign VisitBritain will be bringing Pete (original Beatles drummer) to India. The campaign also plans to target BPO employees in Tier I and Tier II cities.
The youth campaign is part of Dynamic Britain, which is one of the three categories of the marketing strategy launched by Visit Britain in 2008 The other two categories are Classic Britain and Journeys of A Lifetime. The youth campaign will continue till 2012 and will be targeted at audiences within age group of 18- 40 years stretching to 45 years. Various marketing initiatives have been planned which include promoting this concept through social networking sites, |