UK tourism kicks off Australian marketing investment after years of savage cuts

The UK has launched its first marketing campaign in Australia in five years with a six-week digital and print push that showcases the diversity of Britain.

The campaign, created by London agency RKCR/Y&R, uses the hashtag #OMGB and will drive consumers to a web portal which hosts a range of promotional material and suggested itineraries.

The media buy, overseen by Carat, will include ads on and in Bauer and Fairfax publications.

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The re-emergence of VisitBritain in the local market comes after years of savage cuts which saw its Australia-based operation reduced to just two staff and a paltry marketing budget.

Funds were withdrawn from Australia and other traditional markets, as tourism chiefs redirected resources to emerging countries.

But with some of those failing to deliver the hoped-for growth for Visit Britain, Australia has returned to favour as one of seven ‘great markets’.

David Nye VisitBritain

Nye: worked previously with Hunter Valley and Port Stephens Tourism

Its skeleton operation has now doubled to four with the recent appointment of a new general manager, David Nye, a Brit, and digital marketing executive, Natalie Hone.

Nye was most recently aviation business development manager at Newcastle Airport and has worked with Hunter Valley and Port Stephens Tourism.

VisitBritain has invested £1.6 (A$2.8m) in the #OMGB campaign which will encourage travellers to upload photos of Britain and “share their memorable moments” on social channels.

VisitBritain APAC, Middle East and Africa director, Sumathi Ramanathan, said the reinvestment “signals a new start to Britain’s promotional effort in market”.

“VisitBritain has further committed to the Australian market by not only investing in marketing and partnership programs but in strengthening the local marketing team,” she said.


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