VisitBritain Debuts New Content Marketing Campaign That’s Anything But Dull

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VisitBritain, the UK’s national tourism agency, has launched a new content marketing campaign across Yahoo and Tumblr properties. This one-year campaign runs across markets including the US, India, Brazil, France, Germany, UAE and Saudi-Arabia.

“We strive to be the best national tourist board working across all digital platforms,” says Joss Croft, Marketing Director at VisitBritain. “In order to achieve this, we must work with the best partners, to get great content to the key prospects in the places where they are naturally active, to inspire and engage our global audience.”

The VisitBritain's Tumblr page is the hub for most of the campaign's content
The VisitBritain's Tumblr page is the hub for most of the campaign's content.

A ‘Discover Great Britain’ Tumblr page (pictured above) forms the heart of the campaign and utilizes scenic images and original content to advertise the top travel destinations and attractions across Britain. According to Croft,  early indications show some of the highest engagement rates seen from the global travel brand.

The campaign includes:

  • A ‘Discover Great Britain’ Tumblr page, which brings to life via animated gifs, images and original content the range of exciting things to see and do across Britain.
  • Native ads on the Yahoo Travel digital magazine and in news streams across other Yahoo properties in the US — sharing content from VisitBritain’s ‘Discover Great Britain’ Tumblr page
  • Sponsorship of editorial content on Yahoo, aligned with eight key VisitBritain content pillars: music, film, TV, sport, food, heritage, countryside and shopping.

“We’re delighted to continue our successful partnership with Yahoo and we’re already seeing the phenomenal benefits of having a presence on a platform like Tumblr,” says Croft. “We’re thrilled with the initial results.”

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