OMGB! It’s hashtag Britain
Visit Britain has launched a new social media campaign #OMGB home of amazing moments.
“Whether it’s the roar of the crowd in Anfield or the mist over Hadrian’s wall or the tang of sashimi mackerel in Scotland,” Visit Britain marketing director Joss Croft told the Explore Great Britain conference in Liverpool.
Travellers have become more sophisticated and want experiences and moments they can share. A photo in front of an attraction is no longer adequate, although a selfie is requisite.
“We are moving from an organisation pumping out material to one that aggregates and curates that content,” Visit Britain strategy director Patricia Yates said.
The first part of the OMGB campaign will be getting consumers used to the idea, with phase two devoted to users providing the content.
“Then we will put our media spend behind customer’s own shareable experiences,” Croft said.
The tourism body identified two markets for the campaign.
“One are the young professionals, digitally connected, socially aware and the other one is the silver stylers, who are retired with higher disposable income and time which allows them to travel,” Croft said.
OMGB will naturally appeal to acronym-loving millenials while the “home of amazing moments” campaign slogan will target the older demographic.
“One should not necessarily assume that digital isn’t appropriate to the older markets,” Croft said.
Check out the campaign video below:
https://youtu.be/UD7s4wW2A6o
Email the Travel Weekly team at traveldesk@travelweekly.com.au
GB great britain marketing OMGB tourism ukLatest News
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