VisitBritain and British Airways have launched a multimillion-dollar campaign in the U.S called “Meanwhile in Britain” as part of a three-year partnership to market Britain globally.

The co-created, multichannel campaign aims to drive bookings to Britain on British Airways, while influencing target audiences, including experience-driven travelers. The campaign highlights diverse experiences curated by local experts and designed to challenge perceptions of the destination.

“The landmark events this year [include] Her Majesty the Queen’s Platinum Jubilee celebrating 70 years on the throne; ‘Unboxed,’ the series of 10 U.K.-wide events showcasing the country’s creativity; and the Birmingham 2022 Commonwealth Games, offering once-in-a-lifetime experiences that visitors can only have this year in Britain,” said VisitBritain executive vice president of the Americas Gavin Landry. 

“Working with a partner like British Airways amplifies our reach as we drive recovery from Covid, turning the inspiration to visit into bookings.”

The campaign will run through social, programmatic display and video, direct partnership and video direct and amplified through partners including TrueX, GumGum, the Trade Desk and Conde Nast. 

“As we recover from the global pandemic … we’ve been working hard to create a more premium, seamless and enjoyable experience for our customers, with sustainability at the heart of our business,” said Tom Stevens, director of brand and customer experience at British Airways.

British Airways will fly from 26 U.S. gateways to London this summer, including a new route from Portland, Ore., to London Heathrow starting in June.

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