Social media key for torch journey

Social media key for torch journey
By admin


The handing over of the Olympic Torch to Britain yesterday in Greece represents the next stage of VisitBritain’s tourism drive, as it flame began a 70-day journey through more than 1000 cities, towns and villages.

VisitBritain will have a team “embedded” in the 12,785 kilometre relay operation, which begins in the south west county of Cornwall and finishes on July 27 at the opening ceremony in London.

VisitBritain marketing director Laurence Bresh said it will use social media to fully exploit the journey, which also includes a detour to Dublin.

“It is important to stay on top of digital media. This is the first social media Olympic Games,” he said. “We will have people embedded in the torch relay who will be tweeting, putting videos on Facebook and generally showcasing the destinations as the Olympic Torch travels around the country.”

VisitBritain is closing in on 800,000 Facebook fans with a further 200,000 following on Chinese site Weibo.
Its Facebook site is also updated 24 hours a day with responsibilty shared between the UK, US and Australia, depending on the time of day.

Overseas network director Keith Beecham said: “We have a very active social media strategy. It is a fantastic way to engage, particularly with those markets which are mature and developed, including Australia.”

Meanwhile, Beecham said the government has set a target of achieving media coverage worth GBP1 billion in advertising equivalent.

“We have over achieved in the first year of our four-year campaign,” he said. “We have been swamped with world media wanting a story, and not just about the Olympics.”

Email the Travel Weekly team at traveldesk@travelweekly.com.au

Latest News

  • Aviation

FLIGHT REVIEW: The Qantas Boeing 787 Dreamliner business class

There are only a few airlines that make you feel right at home as soon as you board and fewer safety videos that leave you with a proud tear in your eye. Call it clever branding, but it really hits home! Highlighting the talented Qantas employees around the world all while promoting their broad international […]

  • News
  • Technology
  • Travel Agents

Traveltek offers travel agents new rapid deploy cruise website

Traveltek has developed an affordable and convenient solution for cruise booking websites, tailored to meet the needs of travel agents. Created with Digitaltravel.io, the easy-to-deploy, customer-facing ‘out of the box’ cruise solution is available as a fully bookable website or a search-only widget and is designed for small businesses with a specific focus on growing […]

  • Tour Operators
  • Travel Weekly TV

What sets Eclipse Travel apart with Africa expert Hilary Dubyk: Travel Weekly TV

Join Hilary and Nancy on the couch in the weeks episode and learn a little more about why Hilary loves ‘the Mother Continent’ so much and why she thinks the expedition cruise space is one of the most exciting to watch in 2024. Hilary is an absolute Africa specialist who has found a home in […]

  • Destinations
  • Tourism

Surge in Australians visiting Japan

The number of Australians visiting Japan in the first quarter of 2024 increased by 46.3% compared to the same period in 2019, new data released by Japan National Tourism Organization (JNTO) shows. Visitor numbers in March alone were up a staggering 87.4% compared to March 2019. “These figures are fantastic to see and confirm what […]

  • Cruise
  • Luxury
  • News

Seabourn announces Western Kimberley Traditional Owners as Godparents of Seabourn Pursuit

Seabourn has named Western Kimberley Traditional Owners, the Wunambal Gaambera, as Godparents of the ultra-luxury purpose-built Seabourn Pursuit. It is the first cruise line to appoint Traditional Owners as godparents of a ship. Seabourn Pursuit embarks on its inaugural season in the Kimberley region this June. The naming ceremony will take place on Seabourn Pursuit’s […]

  • Luxury

Malolo Island Resort opens brand new Spa

Fiji’s Malolo Island has added another string to its bow – opening its $1.3 million day spa on Thursday, 18th April 2024. (Lead Image: matriarch Rosie Whitton with spa staff) Located at the edge of the resort’s luscious patch of tropical rainforest, the new “Leilani’s Spa” adds another level of elevated experiences to Malolo’s already […]