Britain will benefit from a boost in visitors this spring as VisitBritain launches the European phase of its multi-million pound ‘Britain for Less’ campaign. Launching this week and running until the end of June, it is the national tourism agency’s largest campaign in Europe for several years with £1.8 million invested across 18 countries. Prime Minister Gordon Brown says: “Britain is a leading global destination welcoming 32 million visitors from abroad each year to enjoy an incredibly rich combination of…
Britain will benefit from a boost in visitors this spring as VisitBritain launches the European phase of its multi-million pound ‘Britain for Less’ campaign. Launching this week and running until the end of June, it is the national tourism agency’s largest campaign in Europe for several years with £1.8 million invested across 18 countries.
Prime Minister Gordon Brown says: “Britain is a leading global destination welcoming 32 million visitors from abroad each year to enjoy an incredibly rich combination of centuries of history and heritage, rural escapes and vibrant cities. British destinations have inspired some of the world’s greatest authors and poets, and produced number one musicians, leading fashion designers, and award-winning actors, as well as iconic characters from Harry Potter to James Bond.
“I hope this campaign encourages people to explore even more of this great country and experience the many special places that Britain has to offer.”
easyJet has joined forces with VisitBritain to offer low-cost flights from as low as 24.99 euros (£23) in 14 countries – Austria, the Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Italy, the Netherlands, Poland, Portugal, Spain and Switzerland. British Airways is the preferred airline partner in Belgium, Norway, Russia and Sweden, offering fares from 72 euros including all taxes, fees and onboard services.
easyJet’s chief executive, Andy Harrison, says: “There’s clearly never been a better time for people from mainland Europe to travel to the UK, given the fabulous opportunities that the current Euro-Sterling exchange rate can offer. We are delighted that VisitBritain recognised that easyJet’s unique network makes us the ideal choice for passengers wanting to take advantage of this.”
Most European visitors are currently benefiting from great exchange rates and an interactive map on the website will illustrate how close some of Britain’s top destinations are to regional airports and how easily the country can be explored – even on a short break. To ensure visitors enjoy a quality stay at a great price, special accommodation deals from £29.95 pppn are provided by Jurys Inns and from £39 per room by IHG (InterContinental Hotels Group) across its Crowne Plaza, Holiday Inn and Express by Holiday Inn hotels. Europcar will help VisitBritain spread the benefits across the whole of Britain by encouraging visitors to explore every corner of the country.
Adverts tease potential visitors with images capturing people being surprised by British sights that are eventually revealed to be iconic attractions such as Stonehenge. The strapline invites Europeans to “see more for less”, while a dedicated website, www.britainforless.com, highlights key destinations and provides ‘insider tips’ on value-for-money attractions and experiences. Marketing support includes PR and media relations, travel trade activity, e-CRM to VisitBritain and partner databases, search engine optimisation and a media buy that includes advertorials in European versions of the Metro newspaper.
Thanks to the campaign, visitors can take advantage of deals from high street names and luxury brand retailers at London’s new Westfield Shopping Centre and an exclusive 20% reduction on this summer’s major music festivals – such as Bestival on the Isle of Wight, Herefordshire’s Big Chill and Creamfields in Liverpool – from the Association of Independent Festivals. A VisitBritain-branded SIM card from telecoms partner GO-SIM will also enable visitors to avoid roaming charges whenever they ring home to tell friends and family how much they are enjoying their British holiday and how affordable it is. The Britain for Less campaign also benefits from support by BritRail and easyBus.
Laurence Bresh, VisitBritain’s regional director for Europe, says: “The global economic climate means that people are watching their wallets before deciding how they spend their money. While Britain remains among the world’s leading destinations, we want to make sure that visitors are aware of the surprising experiences they have yet to enjoy and the great exchange rates they can get if they travel right now. The Britain for Less campaign helps them make their money go even further with great deals on getting here and getting around, as well as places to stay and go, to eat out and shop. With offers this good, they can stay longer and enjoy that much more.”
Britainforless.com also links users to visitbritain.com for even more practical and inspirational information as well as deals and offers from accommodation providers, attractions and tourism businesses of all sizes.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
