The Great Britain Great Moments Campaign was launched on the 1st of February 2016, at a reception held at the Grand Hyatt Doha, in attendance of Her Majesty's UK Ambassador to Doha, Ajay Sharma, VisitBritain’s Regional General Manager Asia Pacific Middle East, Sumathi Ramanathan, and Qatar’s key media, tourism trade and industry representatives.
The digital marketing campaign kicked off in July 2015 with a nine-month digital and social media programme that captivates imaginations with snapshots and videos of special moments experienced by social media celebrities from the region. The aim is to inspire and encourage visitors to explore more of regional Britain and find their own amazing moments.
Her Majesty's Ambassador Ajay Sharma said: “I am delighted that the UK continues to be one of the most popular destinations for Qataris. I hope that even more visitors from Qatar and the region will discover all that the UK has to offer - the world's top museums, a culture steeped in history, outstanding music and sporting events, and stunning countryside. So I am very pleased to help launch this new campaign which will make the ties between our citizens even stronger."
The campaign’s first phase drove visitors to engage with VisitBritain’s social celebrities, directing them to a landing page with fascinating images, cinemagraphs and videos from the exciting and bespoke influencers’ trips.
From Qatar, Khalifa Al Haroun and Hamad Al Amari, founders of iloveqatar.net, indulged in a unique cultural experience at the world’s biggest art and culture festival in Edinburgh.
Visitors to the site and followers of VisitBritain’s social media accounts were also invited to share these images through their own social media channels using the hashtag #nothingnicer and, by doing so, had the chance to win a dream vacation to their favorite British countryside destination.
The second phase of the campaign gets underway in February 2016. This phase will feature a partnership with Qatar Airways to drive conversion and provide promotional offers for travellers to fly into some of the Britain’s most exciting destinations including Manchester, Edinburgh, London and the soon to launch Birmingham route.
VisitBritain Regional General Manager Sumathi Ramathan said: “Britain is one of the top visited destinations for Gulf nationals. Our confidence in the market is shared by our partners and working with Qatar Airways who has recently launched a new route to Birmingham, will allow us to showcase the regional destinations of Birmingham, Manchester, Edinburgh and London to the wider audience that we have connected with through our influencers.”
Qatar Airways SVP Commercial - Qatar, Ehab Amin, said: “Qatar Airways is delighted with our partnership with VisitBritan. The United Kingdom is a very popular destination for our Qatar market and we are looking forward to working together with VisitBritan to introduce our destinations in the United Kingdom as we are soon to launch our newest destination flying direct to Birmingham on 30 of March, 2016.
Great Britain Great Moments Campaign is part of the UK Government's global GREAT Britain campaign, which showcases the very best of what Britain has to offer as a place to visit, study and do business.
The GCC is a valuable inbound visitor market for Britain with record numbers visiting during the first six months of 2015.
There were 576,000 international visits to the UK from the GCC in the first nine months of 2015, up 18% on the same period in 2014 with visitors spending £1.2bn, up 6%.
Tourism is Britain’s seventh largest export industry and third largest service sector. Latest forecasts from VisitBritain show that the number of overseas visitors overall to the UK is expected to rise this year to 36.7 million visits, up 3.8% on 2015.
Spending by overseas visitors overall is predicted to reach almost £23 billion this year, up 4.2% on last year.
Inbound tourism is worth more than £26 billion to the UK economy.
VisitBritain, the national tourism agency, is responsible for inspiring the world to explore Britain and for developing the UK’s visitor economy. Visitors from the GCC made 615,000 visits to Britain in 2014 and spent £1.5 billion. The GCC remains 2nd in terms of market value for inbound tourism. Visitors traveling to Britain can find out more information from visitbritain.com plus purchase time saving local transport, sightseeing, attraction, theatre and tour tickets from visitbritainshop.com
For more information contact:
VisitBritain Media Teampressandpr@visitbritain.com