VisitBritain targets affluent travellers with luxury campaign

VisitBritain has partnered with airline Emirates to launch a luxury marketing campaign aimed at people who have more than $1m in disposable funds.

VisitBritain: partners Emirates for luxury marketing campaign
VisitBritain: partners Emirates for luxury marketing campaign

The jointly funded campaign is called 'Britain. A tradition of Luxury' and has been created by integrated agency Albion.

It features press and online activity, supported by email, direct marketing and a campaign microsite, www.visitbritain.com/sg/emirates. It will run in China, India, UAE and Singapore.

The campaign targets 35- to 55-year-old international travellers. Its aim is to exploit "high-quality service" and "authentic, one-off experiences", which are available in the UK.

The campaign uses the theme of tradition within British culture to showcase high-end tourist destinations such as The May Fair, London, golf courses in St Andrews, Scotland, and Bodysgallen Hall, in Llandudno, Wales, the Grade 1 listed building.

Laurence Bresh, director of marketing, VisitBritain, said: "I'm delighted to announce Emirates as the lead partner in one of our most sought after campaigns of the year. It's a great match – Emirates has perfected the art of luxury over many years, as has Britain over the centuries."

"Whether these visitors have a passion for rubbing shoulders with the British elite at Royal Ascot, shopping at Harrods, taking a journey on the Orient-Express or a stay at the May Fair London, we have many luxurious experiences just waiting to be enjoyed."

Last week, VisitBritain launched a Facebook app for Generation Y travellers, which features a personal treasure hunt that encourages users to visit the UK.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

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).