VisitBritain has kicked off its first major marketing campaign in Australia in five years, reflecting the growing importance of the country’s outbound visitor market to the UK.
The #OMGB (Oh My GREAT Britain) ‘Home of Amazing Moments’ marketing campaign formally started on Monday (September 5) with a six-week paid digital and print campaign across Australia.
The £1.6 million campaign, which includes match-funded marketing partnerships, uses images of experiences and activities shot on locations across Britain to inspire Australians to visit.
David Nye, Australia country manager for VisitBritain, said: “From feeling the frost in the air as the morning mist creeps over Hadrian’s Wall or the whistle of the wind in your ears as Europe’s fastest zip line whisks you over Snowdonia, from watching sunlight breaking over the Scottish Highlands to the roar of a football crowd at our world-class grounds, Britain truly is the home of amazing moments.
“By showcasing the sheer diversity of amazing cultural, heritage and countryside moments found across our nations and regions, we want to inspire Australians to put Britain at the top of their list as the ‘must-go-now’ destination and book a trip to come and discover their own amazing moments.”
The campaign drives visitors to a website filled with imagery and itineraries, and urges inspires visitors to upload images of their own memorable moments from their trips using #OMGB.
VisitBritain is working with airlines and the travel industry, expanding tourism product offerings and tactical campaigns to ensure Australian travellers can easily book their #OMGB holidays to Britain.
Australia is a £1 billion market for Britain, delivering more than one million visits annually.
There are direct flight connections from Australia to six British gateway cities and Australian travellers not only stay longer in Britain, but travel further.
In 2015, Australians averaged more than 14 nights in Britain with more than half visiting the English regions, one in seven visiting Scotland and 7% travelling to Wales.