A Case Study Of Tourism Case Studies

• GREAT Britain Campaign: Creating impact for Britain around the world

The Task: The GREAT Britain campaign is the Government’s most ambitious international marketing campaign launched in 2012 to stimulate jobs and growth, to encourage the world to visit, study and do business with the UK. 

The Problem: There was no consistent approach to country branding or promoting Britain overseas. Instead Government organisations used their own brands, logos, and names. There was also little coordination between tourism, trade, and investment, and educational organisations when promoting the UK overseas. 

The Solution: Define the brand principles, then design the brand identity, assets and guidelines, with a great degree of organisation, control and the production of high-quality imagery, to successfully motivate and align stakeholders from 17 Government departments and 350+ private and public partnerships in 144 markets around the world. GREAT delivery partners use the freely available brand assets and guidelines as the basis for their marketing activities, which currently run at between 80-100 initiatives per month around the world.  

The Result: A comprehensive, flexible, easy-to-use and easily recognisable framework which enables communication of the UK’s key attributes across dozens of different communication applications e.g. outdoor advertising, TV, exhibition and events, social media, PR etc.

• Visit Britain: Great Chinese names for Great Britain

The Problem:  Chinese tourists spend more than any other country’s, due to its growing affluence. However the UK was missing out on this lucrative market amid perceptions that it was not as friendly as other parts of Europe. 

The Solution: Visit Britain addressed this with a campaign that invited Chinese people to come up with names for 100 British attractions that had never officially been translated into Chinese. 

The Result: Millions of people watched an associated video and visited the campaign online, and 13,000 new names were submitted.  Some of these names have since been adopted by Google Maps. Chinese tourism to the UK increased by 27% during the campaign.

• British Airways North America: Visit Mum

The Problem: How do you get more people to fly on British Airways from North America? UK bound traffic was not forecast to grow at a significant rate and the competition was getting tougher.  Research showed British Airways that it’s never been about a flight, but about making the effort to take the journey. 

The Solution: Get mum to deliver a message of nostalgia, memories and a visceral longing to return home.  

The Result: British Airways was able to engage North American Indian expats in a relevant, emotional and completely original way.

• MasterCard: The Priceless Engine

The Problem: To stand out and to add value to its consumers, but the information about the consumers themselves is guarded by the banks who issue the cards. MasterCard did not have the means to interpret all the data and simply pushed more and more irrelevant merchant offers and content to consumers through banner ads, social media, pop-ups etc. 

The Solution: MasterCard launched ‘The Priceless Engine’, a combination of people, process and more than 20 technology platforms to crunch data, track trends and insights, and study social media conversations as they happen. It turns big data into usable data and to deliver the right offers and messages to the right people at the right time. 

The Result: The Priceless Engine was put to work to power MasterCard’s ‘New Year’s Eve’ campaign, featuring Hugh Jackman, across the region. His involvement created an emotional spark with consumers through the local MasterCard Facebook pages, allowing MasterCard to connect to consumers’ hearts. It encouraged people to share who they would want to spend their New Year’s Eve with and why, sharing elaborate and emotional stories, and providing MasterCard with valuable data and insights to optimise the campaign further.  Those insights were then used to provide customers with Priceless Surprises and Priceless Experiences they truly cared about. Subsequently, these Priceless Moments then became a catalyst for even more engagement, allowing MasterCard to get even richer insights. 

Source: WARC