May 2009
Ogilvy & Mather Singapore has launched the ‘Visit Britain’ campaign in Singapore, Malaysia and Thailand.
Part of a strategic branding initiative, the new campaign seeks to alter traditionally held perceptions of Britain as an old-fashioned and extravagant holiday destination. The new website positions The Other Britain as the cool place to be–bustling with a vibrant arts scene, new music, home to some awesome fashion and one that throws up many pleasures for the young traveler.
Hannah Wykeham, Project Director on the campaign says, “Our aim is to show the younger generation what a diverse experience they could discover if they visit the UK. By guiding users through the weird and wonderful events, sports, food and culture from UK, we have given them an alternative to the expected visit to Buckingham Palace and Madam Tussauds. As they browse the site, they'll not only find the best place for fish and chips, but also a richer more cost effective view of the UK with experiences closer to that of a local, than a tourist.”
Sumanthi Ramanathan, Marketing Manager, South East Asia, Visit Britain says, "Britain is full of sights and sounds far beyond the instantly recognisable World Heritage sites, castles and countryside. The campaign concept invites the audience to explore contemporary Britain–stylish, provocative, vibrant and at times bordering quirky. From adrenaline pumping underground music festivals to alternative cutting edge fashion and arts, we want to share the side of Britain which is often experienced by the locals and missed by the tourist. The campaign is designed for the boldly adventurous and imaginative traveller who is seeking an original interactive experience and will also post travel blogs on facebook, making their friends green with envy."
Targeted primarily at youth, the campaign uses the digital medium to diffuse the message, with a website in both English and Thai, viral videos, banners and EDM.
The creative plunges visitors into a cutting edge, uber-stylish, underground, yet in your face kind of Britain- a Britain most people would never get a glimpse of unless they were a part of that social scene.
Go to http://www.visittheotherbritain.com/ for a glimpse of the other Britain–it lists up and coming pub basement bands, wild music festivals, hundred year old pubs and hundred year old locals, weird and wicked traditions, fetish festivals, REAL football, uncensored cinema, occasional sun and offers a healthy dose of unbridled British sarcasm.
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