Britain is set to join more than 60 countries across five continents participating in the world's first 36-hour Instagram relay taking place on Sunday 27 September to celebrate the United Nations World Tourism Day.
National tourism agency VisitBritain is partnering with one of Australia's leading integrated travel groups, helloworld, for the #helloworldRELAY, which will see more than 75 Instagram influencers in more than 60 countries upload destination images in a global relay during a 36-hour period.
As the sun rises in each destination on September 27, Instagrammers will commence postings until the sun sets in their location, beginning at sunrise in Samoa - the westernmost point of the earth - and travelling across the world like a Mexican wave until it finishes at sunset in the Cook Islands 36 hours later. The social media initiative will capture countries, cities, people and places. Other destinations participating in the relay include New Zealand, Fiji, Peru, Kenya, Oman, Monaco, Thailand, South Africa and Singapore.
VisitBritain is working with four British Instagrammers on the project, who will upload a series of images across four British locations from sunrise to sunset. There will be images of Cornwall in the south west, Glasgow and Loch Lomond in Scotland, the Brecon Beacons and Cardiff in Wales, and Yorkshire in north England.
Britain's section of the relay will kick off with Wales at approximately 07.00
BST (16:00 Australian Eastern Standard Time) and is scheduled to be the 37th location to join the relay.
The British Instagrammers have been chosen for their inspirational imagery and large fan base. They include Alex Moorehead @atmoorehead for South West England, Julia Williams @thisisjules for North England, Steve Oates @wilde_oates for Scotland and Colin Roberts @thegoodly for Wales. Through their images they will showcase 3-4 locations within their regions, highlighting key countryside and urban landscapes, people, significant landmarks as well as #LoveGreatBritain images. Follow them on Instagram on the day.
The purpose of World Tourism Day in 2015 is to raise awareness of the important impact tourism has on countries and communities around the world and its potential as a force for good, creating a better world for all.
Joss Croft, Marketing Director at VisitBritain, said: "VisitBritain is thrilled to be involved in this world first social media project. Images are hugely emotive and shareable, and play a crucial role in the promotion of a destination to potential travellers. I can't wait to see the images of Britain that our chosen Instagrammers will create to showcase the best of Britain across four beautiful regions."
Kim Portrate, Chief Marketing Officer at helloworld commented: "Every year helloworld sends millions of Australians on trips around the world and we take great pride in being able to offer our customers holidays that go beyond expectations and showcase the depth of our expertise. This global relay will pay homage to World Tourism Day and the significant role that tourism plays culturally and economically to our world.'
Paul McCrory, Head of Financial Services and Travel at Instagram added: "Travel has always been a key part of Instagram and it is a beautiful canvas to engage with a community of passionate and aspiring travellers. Helloworld has created an innovative use of the platform and they will be the first travel brand in Australia to embrace our Marquee product."
To be part of the RELAY follow @helloworldAU and VisitBritainon Instagram, Facebook and Twitter @VisitBritain or go online at relay.helloworld.com.au or simply search #helloworldRELAY and #LoveGreatBritain
Tracey Edginton, VisitBritain - email@example.com | +44 (0)207 578 1098
VisitBritain is the strategic body for inbound tourism, ensuring that international tourism continues to deliver economic growth and jobs across the nations and regions of Britain. Our strength is that we understand international customers and markets; we know what motivates overseas customers to travel and how to inspire them to choose Britain.
VisitBritain's international network of offices, covering 22 countries, is a resource supporting the industry and destinations to grow the value of tourism exports. We are a founding partner of the GREAT campaign, working alongside organisations such as the FCO, UKTI and The British Council. In the last three years we have raised £43 million from commercial partners - airlines, operators and global brands such as the Premier League and Sony - to match fund international tourism marketing.
For more information contact:
VisitBritain Media Teampressandpr@visitbritain.com