VisitBritain crowdsources digital marketing campaign

VisitBritain, the tourism agency, has crowdsourced nine films for the second part of its international "sounds of Great Britain" digital marketing campaign.

The brief asked a network of filmmakers on Genero, the online community that brings together creatives with brands or musicians, to produce a short film "reflecting the variety of sights, sounds and experiences on offer across Britain".

The overall winning film, "quintessentially", shows a steam train running along the north Norfolk coast, going past coastlines, towns and heritage sites.

All nine films will feature on VisitBritain’s LoveWall, a site where people can find things to do in Great Britain and also show support for features and places they love. The films will be shared via social and digital channels.

They will also be distributed across the world, with a different end frame for each language and region.

Phil Taylor, the head of marketing at VisitBritain, said: "We need to help potential visitors visualise themselves in Britain, make an emotional connection, and move closer to making that holiday booking.

"The aim of ‘sounds of Great Britain’ is to get the world thinking and feeling differently about Britain. With Genero’s help, these eclectic films will take the consumer a step further on that journey."

VisitBritain worked with MediaCom Beyond Advertising on the project.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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