VisitBritain’s marketing strategy for the London 2012 Olympic and Paralympic Games will focus on five core themes mixing the traditional with the trendy.
The marketing board will implement large campaigns over the next three years, pushing the following themes:
- Dynamic
- Classic
- Luxury
- Generation Y
- Gay and lesbian travel
It will also aim to encourage visitors to see as much of Britain as possible.
The campaign will focus on using social media to help visitors feel part of the British community, with both new and mobile technology used to ensure there is a dialogue with consumers.
VisitBritain will also syndicate content to other relevant sites for consumers including major portals, other travel websites and blogs.
It is keen to use the media, travel industry and brand partners to further drive visitors to the country.
VisitBritain marketing director Laurence Bresh said: “Our global approach, together with the integration of the 2012 Games, will bring a new dimension to VisitBritain’s marketing strategy, as we work to outsmart rather than outspend our competitors.”