Britain’s national tourism agency is turning to social media to promote the country well before the start of the 2012 Olympic Games.
VisitBritain is quite aware of the tourism value the Games can deliver – roughly $2 billion. It wants to increase that amount through savvy marketing with Facebook and Twitter and local blogs to tempt tourists to go beyond the beaten path in London – as well as entice other sporting, cultural and business events.

“Outsmart Our Competitors”

The aim is to “outsmart rather than outspend our competitors, according to VisitBritain’s marketing director Laurence Bresh (via the Independent). Using social media, VisitBritain hopes to make potential tourists feel an affinity towards British society.

It plans to send out information to travel websites, blogs and other places where tourists go to help plan their trips. It will also directly advertise to customers to sell Britain as a place to visit for sport, culture and heritage.

Guerilla Olympic Marketing

With the hundreds of millions of advertising dollars thrown at the Olympic games, alternative marketing has become another – perhaps the best – way for brands and campaigns to stand out. The 2010 Olympic Winter Games in Vancouver, for example, has made it difficult for firms that are not official sponsors to get noticed – unless they are tapping digital-out-of-home platforms (DOOH) (via AdWeek)

There are almost 10,000 networked advertising signs operated by DOOH advertising networks in the Vancouver-Richmond area in such venues as convenience stores, groceries, casinos and nightclubs. With an audience of more than 10 million, local DOOH signs are a way around the tight media controls and big budgets of the official sponsors, AdWeek says.

“DOOH networks operating inside the doors of high-traffic venues are safely outside the reach of the committee, as long as all the long-held brand and brand association rules are respected.” For instance, published rules suggest that a ‘Winter 2010′ sale for a retailer is acceptable, but an ‘Olympics Markdown’ is not.

Source:  http://www.marketingvox.com/britain-turns-to-social-media-to-promote-2012-games-046089

Geen gerelateerde berichten.