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.<\/p>\n
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.<\/p>\n
“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.\u00a0<\/p>\n
“Working with a partner like British Airways amplifies our reach as we drive recovery from Covid, turning the inspiration to visit into bookings.”<\/p>\n
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.\u00a0<\/p>\n
“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.<\/p>\n
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.<\/p>\n