Escape the everyday
Visit Britain

The challenge

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 strategy and the tactic

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.

Services Provided

  • Media activation
  • Social media
  • Travelpad
  • Influencer marketing
  • Content production
  • Competition management

The results

  • over 27M impressions
    (+34.5% vs target)

  • +24.5% passengers
    sales increase vs 2019

  • +62.6% hotel room nights
    increase vs 2019

  • +70.8% searches
    increase vs 2020

Other case studies

Abu Dhabi

Visit Britain


Take a step forward

Connect with us.

Contact

Clerks Court, 2nd Floor, 
18-20 Farringdon Lane, 
EC1R 3AH, London, 
United Kingdom. 

LM Forward Limited is registered in England and Wales, Company No: 11855830. Company belonging to lastminute.com.