As the world’s attention turns to France for the Paris 2024 Olympic and Paralympic Games, VisitBritain is seizing the opportunity to promote Britain as a captivating travel destination. Under their latest initiative, the ‘Audacious Kingdom’ campaign, launched in France, VisitBritain encourages tourists to ‘See Things Differently’ by experiencing the rich diversity and dynamic appeal of Britain. This campaign features a digital English concierge named “Alfie” who unveils the top destinations for an unforgettable holiday in Britain. Alfie provides exclusive tips for outdoor adventures, innovative dining experiences, and vibrant cultural events, emphasizing the modern allure Britain has to offer.
VisitBritain Country Manager France & Benelux Severine Tharreau highlighted the importance of the French market for the UK, stating, “France is a very important inbound visitor market for the UK. Our latest campaign harnesses the excitement of the Summer Olympic and Paralympic Games in Paris to show French visitors that Britain is filled with sporty, outdoor adventures to come and enjoy now, alongside highlighting our culinary and cultural offer.” She added, “From surfing our wild coastlines to exploring our bustling cities packed with foodie experiences, we’re showing French visitors there are audacious experiences to discover in Britain as well as promoting our warm British welcome.”
Running from June to July 11, the multi-faceted campaign utilizes various French media outlets, including social media, digital TV, and digital billboards, notably at Paris’s Gare du Nord, where Alfie appears as a 3D figure offering bold vacation ideas. The campaign aims to boost online traffic to a dedicated French-language website filled with suggestions for activities, attractions, and experiences, tagged with #lovegreatbritain. This strategy aims to inspire longer stays and further exploration, with VisitBritain collaborating with TripAdvisor in France to facilitate immediate travel bookings.
VisitBritain recently organized a media trip for six French influencers, showcasing active and outdoor experiences in Britain. Their journey began at London’s Olympic Park, hosted by Olympic medalist Desirée Henry, and continued to explore diverse locales such as Northumberland, Loch Lomond in Scotland, and North Wales. The influencers shared their experiences online to inspire others to discover the beauty of Britain.
As part of the GREAT Britain campaign, VisitBritain partnered with Marketing Liverpool to spotlight Britain’s culinary and cultural scenes at the International Bordeaux Wine Festival. Liverpool, the honored guest city, showcased its musical talents, renowned British chefs, and hosted a networking event with the French travel trade and media aboard a celebrated tall ship. VisitBritain’s recent projections indicate that the UK will host around 3.6 million French visitors in 2024, who are expected to spend approximately £1.9 billion during their visits.
