VisitBritain

Letting the world decide why they love Great Britain

VisitBritain wanted to re-align their online brand and create a new interactive platform to help visitors plan a trip. We asked ourselves, how can we reflect the love the world has for Great Britain? The answer was simple, create a ‘LoveWall’. The solution would inspire users, help them plan their itineraries and enable them to share their love for Britain.

13M

page impressions

unique visits

↑3M

from 70K Facebook likes

140K

registered users on own platforms

All VisitBritain's different platforms

LoveWall platform

Different Categories in different UK destinations

Creating relevance for world-wide markets

At its core, the LoveWall was an interactive database of over 1,000 of Britain's best loved destinations, made available in 14 different languages. Using machine learning and crowdsourced data, we were able to serve the most relevant content for each market, ensuring users found the destinations and content they’d like. This involved providing targeted British experiences to over 190 countries, marketing locations and itineraries across the globe.

Map demonstrating what different countries love about Great Britain

LoveWall site in 14 different languages

Forming commercial partnerships

Alongside the new centrally managed destination database, we also created an API that supported VisitBritain’s long-term strategy of reusing and monetizing their wealth of content. The API was made available to third parties so they could integrate geolocated data into their mobile and web applications, helping users to get planning and booking on their own branded platforms. This allowed VisitBritain to secure commercial partnership deals with the likes of Expedia and British Airways.

Real-time perceptions of Britain

To drive intelligent decision making and to empower VisitBritain employees, we also created the Brand Britain dashboard which enabled them to view data at a global and country- specific level. This combined crowdsourced data from the LoveWall with the International Passenger Survey and Nation Brand Index results, giving a real-time view of Britain's perception around the world.

Big data platform

Map demonstrating ads specific to that countries love for Great Britain

Russia data - loves 'Shopping Centres'

Russia adverts - highlighting Shopping

Other campaigns

"Brand42 understood our global audience, our unique challenges and importantly our vision. It was essential they also reflected our passion for Britain as well as focus on continuing to develop a world leading digital presence for VisitBritain. Through the LoveWall, Brand42 have demonstrated a perfect mix of creativity and technology to deliver both an inspirational and informative experience."

Philip Taylor | Head of Marketing, VisitBritain

Success in numbers

13M