VisitBritain Starts European Marketing Push

VisitBritain is starting the European phase of its “Britain for Less” campaign, as part of its £6.5m global push to market the UK as an affordable destination. The strap line “See More for Less”, will run across 18 European countries and take in a number of online and offline elements.

The campaign also includes a website, britainforless.com, to highlight value-for-money attractions and experiences. Other activity includes online ads across relevant lifestyle and travel portals, including Expedia, Lastminute.com and Yahoo, as well as search and e-CRM activity.

The campaign will also push accommodation discounts, through Jurys Inns and the Intercontinental Hotel Group and low-cost flights through easyJet, which is offering cheap flights from 14 countries, including Germany, Poland and Switzerland.

VisitBritain has also partnered with GO-SIM to create a branded SIM card, which will help visitors avoid expensive roaming charges.