Visit Britain in campaign to attract young Aussie travellers

Visit Britain has today launched a campaign aimed at putting Britain top of mind as a holiday destination among Australia’s GenYers.   Visit Britain, Mumbrella

Developed by Host, the four week campaign involves driving consumers to a new website where they can play a game to win flights to the UK.

The game invites participants to enter their own virtual plane into a race to Britain. The plane then gets propelled by sharing and adding content related to British experiences – with the most active and connected participants advancing the quickest, and the best content being rewarded with minor prizes.

The first two participants to virtually reach Britain will win two flights to London with Virgin Atlantic, with another pair of flights offered as a prize draw to everyone else participating in the game.

Host developed the website in collaboration with C4.

The campaign is being pushed through a media partnership with Pedestrian, targeted Facebook ads, and C4’s Ripple social media platform which allows marketers to give “influencers” content with an incentive to share it.

Pascal Winkler, Host digital business director, said: “When you get to the bottom of it, a lot of Australian twentysomethings know surprisingly little about what the UK has on offer for them.

“Our strategy therefore focused on having the audience interact with the diversity of experiences, and demonstrate that there’s so much happening in regards to music, fashion, the arts and sport in the UK right now. The resulting brief was to combine relevant content with a promotional driver that could inject momentum.”


  • Client: Visit Britain, marketing manager in Australia, Mark Haynes
  • Agency: Host
  • Creative Director: Bob Mackintosh
  • Creative Team: Brigitta Ryan, Will Miles
  • Design & Flash Development: Tim Grout, Andrew Guirgis, Chris Webb
  • HTML and Backend Development: C4
  • Digital Strategy: Pascal Winkler
  • Brand Planning: Carrie Booth
  • Account Management: Tori Magill
  • Producers: Claire Van Heyningen, Michael Griffiths, Stafford Bosak
  • Content & Community Management: Candice Juniper
  • Online Marketing: Tanya Carter

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