New Tourism Campaigns on the Block

New Tourism Campaigns from G.Britain, Cyprus, N. Ireland & Tasmania. What are your key selling points?

‘GREAT’ campaign for the UK

The UK Prime Minister has launched a new drive to promote Britain abroad. The new ‘GREAT’ campaign, launched on Wednesday 21 September in New York, will focus on everything the UK has to offer as one of the very best places to visit, study, work, invest and do business.

It provides a co-ordinated approach for promoting the UK in the run up to the London 2012 Olympic & Paralympic Games and beyond – it will allow Britain to speak with one voice about the opportunities to invest in the UK and help attract millions of visitors. ‘GREAT’ Britain centres on areas of British excellence covering reasons to visit and invest in the UK. These areas are: innovation, entrepreneurs, creativity, knowledge, green, heritage, sport, music, countryside and shopping.

This campaign is an opportunity for VisitBritain to work alongside other key organisations, such as the Department for Culture, Media and Sport, UK Trade & Investment, the Foreign & Commonwealth office and other Government departments to promote the best of Britain and highlight why this is the only place to be in 2012. They have been actively engaged throughout the development of the ‘GREAT’ concept and have provided their expertise to help ensure the campaign can be successfully implemented in those overseas markets where they operate.

Their marketing programme to see an extra £2 billion being spent across Britain by four million additional overseas visitors over the next four year – is already rolling out under the ‘GREAT’ Britain branding to integrate with the wider Government initiative.

The ‘GREAT’ creative is already being used on VisitBritain website, and they are running tactical ads featuring GREAT with strategic and industry partners in key markets around the world. These adverts showcase what overseas visitors can discover in England, Northern Ireland, Scotland and Wales.

The ads are part of a match-funded pot of marketing spend, with £50 million coming from VisitBritain and £50 million from the industry.


‘Cyprus In Your Heart Campaign’ Launched Internationally

The Cyprus Tourism Organisation (CTO) has launched a new campaign, with the slogan “Cyprus in Your Heart”, which is designed to put Cyprus on the international tourism map in 2011. Backed by a budget of 19 million Euro (AED 99 million), CTO sees great potential to increase tourist arrivals in 2011.

According to Alecos Orountiotis, CTO chairman, the campaign will promote Cyprus’ history and culture, friendliness and hospitality, its mix of modern and contemporary and the wide range of activities that one can enjoy by exploring the island. The campaign is being run through posters and short TV spots.”

Early results are encouraging, with tourist arrivals in April up by a whopping 43% over the same period last year. This was confirmed by figures released by the Statistical Service of the Republic of Cyprus. According to the report, tourists from the Middle East played a significant role in the increase with the UAE and Lebanon being the largest source countries from the region.

A grand total of 405,463 tourists arrived in the all-weather Mediterranean island paradise between the months of January-April 2011, as compared to 344.664 in the corresponding period of 2010, recording an overall increase of 17.6% – a potent sign that the tourism industry was rapidly picking up the pace again.

Orountiotis said that in 2010 promotion efforts were affected by the harsh prevailing environment, with the consequences of the global financial crisis, the eruption of the volcano in Iceland, the global drop in recreation trips from Britain, reduced credit, pressure from travel organisers, viability problems faced by travel agents and air carriers, and the void left by the closing of Eurocypria airline.

Orountiotis also referred to the prospect of increasing air connectivity, noting that ’’the lively interest expressed by important airlines in Cyprus, the launch of new flights and the enhancement of existing ones, are not at all haphazard but the result of our unwavering efforts.’’ Orountiotis pointed out that ’’We have before us, significant opportunities, and to achieve multiple results for tourism, establishing Cyprus as an all-year-round destination, we have to exploit them.’’


Northern Ireland launched new International Tourism Campaign

The Tourism Ireland campaign is being rolled out in Great Britain, America, mainland Europe and Australia. As well as focusing on city breaks, it will feature the attractions offered by more rural areas.

The campaign, which involves TV, radio and online advertising, will highlight the many festivals and events taking place here this autumn including the Belfast Festival at Queens, the Roe Valley Folk Festival in Limavady, the Banks of the Foyle Hallowe’en Carnival in Londonderry, the William Kennedy Piping Festival in Armagh, Belfast Music Week and the MTV Europe Music Awards in Belfast.

Arlene Foster said: “With more people opting for short breaks and the trend for late bookings, we have a real opportunity to persuade people to come to Northern Ireland this autumn.

“An intensive programme of activity is under way in Great Britain, which is our largest and most important tourism market. The autumn television campaign will reach up to 18.5million GB potential holidaymakers, while over 16million people will hear radio advertisements placing the spotlight on Titanic, our festivals, music, literature and living culture.

“”With the completion of the Giants Causeway Visitors’ Centre, and the countdown to NI 2012 and the centenary of Titanic well underway, there has never been a better time for tourists to visit Northern Ireland.”

Northern Ireland’s golf tourism offering will continue to be marketed across the world as part of the campaign.

The Minister added: “Our world class golf offering is also being showcased around the globe as the ‘Home of Champions’ following the tremendous success of our golfers, Darren Clarke, Rory McIlroy and Graeme McDowell.

“With so much to look forward to, this is the perfect time to put Northern Ireland’s tourism offering on the international stage.”

Tourism Ireland chief executive Niall Gibbons said: “In association with our industry colleagues we have enticing autumn/winter packages to offer consumers, developed around festivals and themes such as food, music, literature and the arts.

“The launch of major events next year, like Titanic Belfast and the Cultural Olympiad, as well as the completion of projects like the Giant’s Causeway Visitor Centre, provides a wonderful opportunity for us to position Northern Ireland on the international stage as a ‘must-see’ destination.”


Tourism Tasmania’s Spring Marketing Campaign

Tourism Tasmania’s spring marketing campaign 2011 will run from 21 August to end of November as a supplement to Tourism Tasmania’s year-round marketing activity.

The campaign aims to attract more visitors to Tasmania by featuring experiences that are known to entice people to the state – wilderness, heritage and culture, adventure and quality produce.
Screen shot 2011-09-10 at 7.19.48 AM.jpg
The campaign makes use of a combination of print and TV advertising, editorial, special features, cinema advertising and online TV and video. The cinema ad will screen in locations along Australia’s eastern seaboard – Sydney, Melbourne, Brisbane, South East Queensland, Canberra, Regional Victoria; the press and TV advertising extends across Australia while the online advertising and promotions have a global reach.Screen shot 2011-09-10 at 7.20.24 AM.jpg
Tourism Tasmania has invested around $1.7 million on media for the campaign. Co-operative activity with distribution partner campaigns has added a further $743,000 in value. The media spend allocation is: 42% – print advertising and editorial in relevant magazines and newspaper features 23% – online advertising, 22% – cinema advertising, 13% – TV advertising, being on advertising on SBS around the new Gourmet Farmer series.

One thought on “New Tourism Campaigns on the Block

  1. Well, I can certainly vouch for two of the destinations — Great Britain and Tasmania. Love them both. I have a whole chapter on Tasmania in my book, Waltzing Australia — quite a remarkably beautiful destination, with fascinating history. And Great Britain has mountains of history and literature and beauty, as well. I hope these campaigns do well for them.

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