Support Visit Britain’s Escape the Everyday 2021 Spring/Summer activation by providing a tailored and integrated campaign activation to increase awareness around UK domestic destinations and drive conversions.
Objectives
Increase inspiration
Raise awareness and consideration
Generate bookings
The activation
We created a 360-degree multichannel campaign to drive incremental sales to the UK toward domestic breaks and encourage audiences to travel again through inspirational content and enticing offers with the “Escape the Everyday” concept.
Within the campaign we designed a tailored microsite with editorial content, special deals and a dedicated contest to win travel vouchers; we built a media display activation on lastminute.com’s owned and operated channels plus an off-network audience extension; we developed an influencer marketing activation with UK travel content creators to show the hidden gems of the country with original and inspiring content to maximise the reach of the campaign.