Case Studies - Travel

 

Envelope Wrap

Visit Britain

CITIES

Rio de Janeiro, Sao Paulo, New York, Toronto and Paris

 

CAMPAIGN STRATEGY

Visit Britain wanted to capitalise on the amazing events happening all over the UK during 2012 including the Jubilee and Olympics. During this key year Visit Britain decided to promote their GREAT image campaign to major inbound tourism cities including: Rio de Janeiro, Sao Paulo, New York, Toronto and Paris. They wanted to let affluent city dwellers know that they were invited to Britain during the pre and post Olympic period and to increase their desire to choose Britain for their next holiday. 

 

Metro’s response was to wrap the newspaper in a Union Jack envelope designed to look like an invitation displaying  the message ‘Great Britain – You’re Invited’. Inside the invitation wrap, we displayed images of seven areas of interest which Visit Britain identified as attracting visitors including: Heritage, Countryside, Music, Food, Culture, Sport and Shopping. This wrap was circulated to a targeted distribution of between 10,000 and 20,000 people per city and was handed out around areas where Visit Britain were putting on branded events. The wraps were supported in-paper by a skybox, front banner and three full page adverts. All communication pushed people through to their Facebook competition and to VisitBritain.com

 

This was followed up with a high frequency in-paper campaign of half and full pages showing beautiful images of Britain’s Heritage, Countryside and Culture.

 

CAMPAIGN RESULTS

 

- 71% Of respondents said that they are likely or  very likely to visit Visitbritain.com and book a holiday to Great Britain.

 

- 82% Of those who saw the adverts liked it.