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. 
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.”
Credits
- 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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Here’s an interesting thing, go to the qantas website and put in flying from london to sydney and check the price (remember it’s in pounds), then do the reverse and put in sydney to london and see the price difference, which is a bit (unless I did something wrong but I don’t think so).
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I like this. Just registered for the race myself. Be interesting to see how many people just click anywhere on the map and type in garbage to progress as quickly as possible, though. Also, knowing we’re a country of serial prize pigs, the ‘race’ will probably be over with in 24 hours. Then what?
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Damo, I’ve never understood why flying from Sydney (regardless of if its for a single or return) to London is always so much more expensive. Often it is close to twice the price.
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@Damo, well done. Reseach is a wonderful thing.
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It’s usually twice the price to fly from Sydney to London and back than vice versa. It is certainly always considerably more expensive.
This is because competition is much greater in London.
People that fly to Europe at least once a year are best off buying a one-way, then doing all their travel “in reverse”. So the next time you fly to Europe you are effectively going on the return leg of an older flight.
It’s usually cheap or even free to change the date of a return leg (so you initially you book it to the latest date possible, then just bring it forward for when you need it). And even if it does cost to change the date, it won’t be as much as the original price disparity you’re trying to get around.
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I have been living in Sydney for 18 months and in was in Singapore for 2 years before that.
I am still on return flights from London as they are sometimes 1/3 of the cost.
You just have to be a bit more organised about when your next trip is. The cost of flights out of Sydney is unbelievable.
Air Asia might reduce it though – they are talking London – Sydney for $400. One way.
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