During March, a joint VisitBritain and STA Travel campaign will focus on singing the praises of British music in an effort to encourage Australians travelling to Britain this year to attend a local music festival or gig. It will also promote travel to regional areas beyond London that host many great music events catering to a variety of interests.
“Australians’ love for British music was clearly reflected in Spotify’s 2013 Australian Chart Toppers, which included Calvin Harris at number 3 in the top 5 albums and Passenger at number 4 in the top 5 tracks,” said STA Travel Australia's Marketing and eCommerce director, Natalie Placko-Thorton.
“We want to encourage Australians to take their devotion to British music to a new level by booking a trip to Britain and incorporating a live music event into their travels,” she said.
To kick off the festivities, STA Travel and VisitBritain are asking Australians to curate the Ultimate British Festival playlist which can be streamed via Spotify for all to enjoy. From Monday 3 March, music fans can nominate their favourite British festival song at www.facebook.com/STAtravel.AU for the chance to win a trip to London for two, plus tickets to the now sold out Wireless Festival in London from 4-6 July 2014.
According to VisitBritain research 44 per cent of incoming tourists to the UK believe music was one of Britain’s key cultural activities, said VisitBritain Marketing Manager Australia Mark Haynes.
“This is no surprise given the UK is one of only three countries that exports more music than it imports. Britain really does offer an amazing range of music experiences. From world renowned festivals & indie pop-ups, to Brit bands & music incubators, Britain’s contribution to the global music scene cannot be understated.
“VisitBritain and STA Travel seek to give Australians a taste of British culture and music that leaves them wanting more. There is truly something for everyone. Fancy some rock whilst holidaying in Scotland? Head to RockNess in Inverness-shire. Love your surfing as much as your music? Then it’s Boardmasters in Cornwall for you. We want Australians to realise that they too can share in those unforgettable music moments that continue to be made in Britain.” he said.
The campaign will also feature an event in Melbourne celebrating all things British, with details to be revealed soon!
For more information contact:
VisitBritain Media Teampressandpr@visitbritain.com