The Organisation
The official tourist board for England, Visit England, builds the value of Britain’s tourism product by promoting Britain worldwide. The agency works with a wide range of partners to raise Britain’s worldwide profile, increase the volume and value of tourism exports and develop England and Britain’s visitor economy. Visit England implements differentiated marketing strategies in four global regions.

The Objective
To create a multi-channel advertising campaign to promote the launch of a new flight route from the USA to Newcastle. The United Airlines direct flight from New York to Newcastle was a trial route, running from May to September. Our aim was to help fill inbound seats during this period, significantly increasing the number of visitors to the North East.

The Outcome
After defining buyer personas, we set to work developing a targeted concept and messaging strategy, alongside branding and marketing collateral that encouraged US travellers to visit the North of England. The campaign focused on the history, heritage and world-renowned friendliness of the region. We saw a 23% rise in the number of tourists visiting the region following the launch of the ‘New Campaign’.