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Digital and Social Media Strategy
Justin ReidHead of Digital
Digital and Social Media
Step 1:• Be front and foremost in the places where people are
looking
Step 2:• Find them (potential visitors) in the places where they
didn’t know they were looking
Step 3:• Direct them to and inspire them via the world’s
leading national tourist board website
Fully integrated approach
• Campaign activity• Press and PR• Olympics• Brand Partnerships
….cutting through the noise and clutter
Be front and foremost in the places where people are looking
Search Engines, what we are seeking to be:• #1 in brand terms.
Be front and foremost in the places where people are looking
Search Engines, what we are seeking to be:• #1 in brand terms.• #1 in inspirational terms.
Be front and foremost in the places where people are looking
Search Engines, what we are seeking to be:• #1 in brand terms.• #1 in inspirational terms.• #1 new media.
Be front and foremost in the places where people are looking
Search Engines, what we are seeking to be:• #1 in brand terms.• #1 in inspirational terms.• #1 new media.
What we are not seeking to do:• Bidding for these terms.• Competing with partners.• Achieve recognition where we can’t compete.
Find them (potential visitors) in the places where they didn’t know they were looking
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2010
Visitbritain
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VisitbritainTrip Advisor
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VisitbritainTrip AdvisorExpedia
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VisitbritainTrip AdvisorExpediaFacebook
Find them (potential visitors) in the places where they didn’t know they were looking
• Content syndication• Yahoo Travel• World Travel Guides• British Airways (and any airline)• Mobile platforms (iPhone and Android)• Google maps• Bing maps
• Social Media• Facebook• Twitter• YouTube / visitbritain.tv• Flickr
Find them (potential visitors) in the places where they didn’t know they were looking
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VisitBritainSwedenVisitBritain USA
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VisitBritainSwedenVisitBritain USA
VisitBritain TV
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VisitBritainSwedenVisitBritain USA
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Yahoo
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VisitBritainSwedenVisitBritain USA
VisitBritain TV
Yahoo
Social Media
Social Media
Direct them to and inspire them via the world’s leading national tourist board website
• June 2010 VB5
Summary
• Expanding our reach, via content syndication and social media to double the amount of people our content touches by 2012.
• Making sure www.visitbritain.com is always the “last place” they come when “deciding” about where to travel.