The Challenge
In order to elevate its positioning amongst U.S. travellers, Visit Britain (VB) partnered with 15 renowned travel brands, including Aer Lingus, CIE Tours and Visit Wales, under the unified creative messaging of ‘Come see things differently.’ TravelDesk activated a two-phase, highly targeted digital campaign aimed at key U.S. geographical travel corridors to increase the traveller volume and value of the UK’s visitor economy. Phase one focused on promoting Visit Britain exclusively, while phase two included Visit Britain’s partners.
The Solution
Using proprietary travel data from MMGY Global, TravelDesk identified and implemented precise targeting strategies to reach U.S. audiences. The campaign delivered impactful digital formats, including a multi-tab content unit, and included tactical retargeting to re-engage campaign engagers from phase one in addition to website and campaign engagers from phase two.
Tailored messaging promoted partners whilst uniting them under the ‘Come see things differently’ message to drive meaningful engagements.
The Results
Every partner activation outperformed primary KPIs, with the average CTR at 0.13%, surpassing the goal of 0.09%. The average interaction rate exceeded the target by over four times, driving more than 32,000 qualified website leads. Delivering nearly 32 million impressions, the campaign also accomplished all secondary KPIs. The Visit Britain partner campaign proved so successful that it resulted in a repeat campaign with new partners joining.
0.13%
Average CTR
0.09%
Surpassed Goal
32K
Qualified Website Leads
32m