ByAsmita Gurung U1409093Flóra Barancsi U1429843

Frances Avancena U1437892Kelly Joannides U1435976Miglė Balčiūtė U1327618

Contents

• What is the GREAT Britain campaign?

• Promotional tool #1: Social Media

• Promotional tool #2: Events and Partnerships

• Promotional tool #3: Competitions

• Imagery and Symbolism

• Benefits of Celebrity Endorsements

• Target Markets

• Conclusion

What is The GREAT Britain Campaign?

• Increasing inbound tourism, raising Britain’s profile worldwide

• Attracts Visitors to the UK

• Developing Britain’s visitor economy

• Promotes private/public businesses revolved around various themes:• Culture• Heritage• Sports

• Music• Food• Shopping • Countryside

(www.visitbritain.org/about-us)

Promotional Tool #1: Social Media Presence

• Digital Platforms – Social Media: Key part of the global marketing strategy

• Youtube, Facebook, Twitter, Instagram, Pinterest, Weixin, Weibo

• ‘LoveWall’: multiple languages, localised homepages, videos, images

Promotional tool #2: Events

• Workshops, seminars as well as trade events forming business connections with international trade buyers.

• “events and missions in 2013/14 brought an extra £85m in additional visitor spend, with 63% of overseas trade stating they had introduced or sold new tourism products to Britain as a result of our international trade activity.”

(Visitbritain.org, n.d.)

Promotional tool #2:Events

‘Destination Britain China’ event;

• Annual 3 days trade fair since 2009

• Showcases Britain to the world’s largest outbound market.

• Provides British suppliers the opportunity to establish valuable business connections with the Chinese travel trade.

Promotional Tool #2: Events &Partnerships

• Partnerships in Private and Public Sector

• Creative and Cultural Companies

• Tourism and Non-Tourism Partners

Promotional tool #3: Competitions

• Primary Research Instrument

• Engages the audience

• Gathers valued information directly from target market

• Entering email address allows them to send additional news and events

(Pike, 2008, Kotler, et al, 2013, Uysal, et al, 2011)

Imagery and Symbolism

Psychographic

Psychographic

Demographic

Psychographic

Benefits of Celebrity Endorsements

• Likely to remember an ad that is linked with a celebrity

• “Bollywood Britain” Indian celebrity Saif Ali Khan as spokesperson

• Increase brand awareness

• It provides added value and credibility

Target Markets • Encourage people to visit, do business,

invest and study in the UK –Demographic

• Highlighted that they are “Global leaders in the creative industries” –Psychographic

• Partnerships with British companies gathering in Hong Kong and Shanghai for the GREAT Festival of Creativity –Geographic

• “Encourage prior visitors to return” - Behavioral

(www.greatbritaincampaign.com, Kotler, et al, 2013)

Do The Promotional Tools Compliment Each Other?

• Social media -one of the most influential forms of advertising

• “The real way of getting into social media is you don’t advertise, you participate in the community” - Kotler, Armstrong, 2010:539

• Social media + Symbolism• Social media + Celebrities Endorsements• Social media + Partnerships• Social media Accessibility

Thanks for Listening!

Any questions?

References• British Council (2016) GREAT Britain Campaign. Available at:

www.britishcouncil.org/organisation/facts/programmes-and-initiatives/great-campaign (Accessed: 15th March 2016)

• Dyer, J. (2011) What is a sign? Semiotics and the construction of meaning. Available at:katlord.files.wordpress.com/2013/02/what_is_a_sign_semiotics_and_the_construction_of_meaning.pdf (Accessed: 25 February 2016).

• Frogdog (2013) The Advantages and Disadvantages of Celebrity Endorsements. Available at: http://frog-dog.com/the-advantages-and-disadvantages-of-celebrity-endorsements/ (Accessed: 2 March 2016).

• GOV.UK (2016) Britain Is GREAT. Available at:www.gov.uk/britainisgreat (Accessed: 15th March 2016).

• Great Britain (2016) The GREAT Britain Campaign. Available at:

www.greatbritaincampaign.com (Accessed: 15th March 2016).

• Kotler, P. and Armstrong, G., 2010. Principles of marketing. London: Pearson education.

• Kotler, P., Bowen, J.T., Makens, J.C. (2010) Marketing for hospitality and tourism, 5th International Ed., Boston: Pearson.

• Lombardo, J. (2016) Celebrity Endorsements in Advertising: Definition, Benefits & Examples, Available at: http://study.com/academy/lesson/celebrity-endorsements-in-advertising-definition-benefits-examples.html (Accessed: 2 March 2016).

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• News.xinhuanet.com, (2015). Britain sends large mission to China to promote tourism, Xinhua | English.news.cn. [online] Available at: http://news.xinhuanet.com/english/2015-11/20/c_134834770.htm

• Pike, S. (2008) Destination Marketing, London, New York: Routledge.

• Suttle, R. (2016) What Are Five Advantages of Using Celebrities in Advertising? Available at: http://smallbusiness.chron.com/five-advantages-using-celebrities-advertising-34394.html (Accessed: 2 March 2016).

• The OMGB Tourism Agency (2016) #OMGB Home of Amazing Moments. Available at: http://en.omgb.com (Accessed: 15th March 2016).

• Uysal, M., Harrill, R., Woo, E. (2011). Destination Marketing Research: Issues and Challenges. In Wang and Pizam (eds.) Tourism Destination Marketing and Management: Foundations and Applications. London: CABI

• Visit Britain (2016) Campaigns. Available at: www.visitbritain.org/campaigns (Accessed: 15th March 2016).

• Visitbritain.org, (2016). Event highlights. [online] Available at: https://www.visitbritain.org/event-highlights

• Visit Britain (2016) Introducing The GREAT Tourism Campaign. Available at: www.visitbritain.org/introducing-great-tourism-campaign (Accessed: 15th March 2016).

• Williams, S. (2015) The Many Meanings of Red. Available at: http://color-wheel-artist.com/meanings-of-red.html (Accessed: 26 February 2016).