NEW YORK, February 7, 2014 – VisitBritain, the national tourist board for England, Scotland and Wales, and Expedia.com, the world’s leading online travel company, today announced a new co-branded marketing campaign to inspire even more Americans to visit the U.K., called “Find Your Storybook,” launching February 9. This is the first time both companies have embarked on a co-branded, destination-themed brand advertising campaign of this scale and the first time VisitBritain has created a bespoke TV advertisement specifically for the U.S. market. The campaign will also utilize digital brand and tactical advertising tied to social media, with a total investment of over $4.5 million.
The TV ad, filmed in Scotland, Wales and London1, draws upon the parallel between reality and the fairytales of castles, knights and queens. “Find Your Storybook” demonstrates that, through Expedia’s superior technology, anyone can write their own story, bringing imagination to life. And specifically with this campaign, Expedia lets you discover some of the enchanted locations Britain has to offer.
The campaign and TV ad created by 180LA and directed by London-based director Charlie Crane from Knucklehead productions, will kick-off during CBS-TV’s special, “The Night That Changed America: A Grammy Salute to the Beatles,” and will also be viewed in key U.S. markets, on broadcast and cable networks during programs including the Oscars and the Sochi Winter Olympics.
The VisitBritain spot is part of a larger brand campaign that includes a 60 second and 30 second spot featuring destinations across Europe, as well as four 15 second spots highlighting specific Expedia products all told through the storybook lens. “Find Your Storybook” is the latest expression of Expedia’s brand platform ‘Find Yours’ which focuses on the personal, emotional and transformational experiences found through travel.
“The U.K. is a top international destination for American travelers, who are attracted to our unique culture, heritage and countryside,” Karen Clarkson, Vice President of VisitBritain for North America stated. “Working with Expedia in the U.S. market, which is by far the most valuable in terms of visitor spend in the U.K., gives VisitBritain the opportunity to demonstrate all the magical experiences Britain has to offer travelers, on a platform that makes booking vacations easy.”
“Britain’s historic venues have been the setting for a wealth of captivating stories, from Harry Potter to Downton Abbey, so, when looking for locations that would move others to start their own storybook, Britain was a natural choice,” commented Noah Tratt, Vice President, Expedia Media Solutions. “We are very pleased to be partnering with VisitBritain on this innovative campaign and confident that together we will inspire more Americans to find their British storybook.”
This partnership is part of a larger global program between VisitBritain and Expedia in additional markets outside the U.S. including Brazil and Europe.
It was important the breadth of experiences on offer throughout the UK was shown in the ad. The following locations were used:
- London – Westminster Bridge
- Scotland – Loch Ness and Inverlochy Castle
- Wales – Cynghordy Viaduct train ride
Expedia.com is the world’s leading online travel site, helping millions of travelers per month easily plan and book travel. Expedia.com (http://www.expedia.com/, 1-800-EXPEDIA) aims to provide the latest technology and the widest selection of vacation packages, flights, hotels, rental cars, cruises and in-destination activities,attractions, and services. With the Expedia Best Price Guarantee, Expedia.com customers can get the best rates available online for all types of travel.
Expedia, Expedia.com and the Airplane logo are either registered trademarks or trademarks of Expedia, Inc. in the U.S. and/or other countries. Other logos or product and company names mentioned herein may be the property of their respective owners. © 2014 Expedia, Inc. All rights reserved. CST # 2029030-50
- VisitBritain, the national tourism agency, is responsible for inspiring the world to explore Britain and for developing the UK’s visitor economy.
- Americans made 2.8 million visits to Britain in 2012 and spent $3.7 billion USD (£2.4 billion). The US remains in the top spot in terms of market value for inbound tourism and is one of the top three most important markets in terms of visitor numbers.
- Visitors traveling to Britain can find out more information from visitbritain.us plus purchase money and time saving local transport, sightseeing, attraction, theatre and tour tickets from visitbritainshop.us
- Follow us on Twitter @VisitBritain, Pinterest (VisitBritain) and Facebook: LoveGreatBritain