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VisitEngland - 101 Things To Do Before You Go Abroad

101 Things To Do Before You Go Abroad

24:1 ROI


The Brief

VisitEngland wanted us to create a campaign that would capitalise on the heightened sense of national pride in the wake of the London 2012 Olympic games. The goal was to increase their Facebook and Twitter following while improving engagement with their existing fan base. The campaign also needed to leverage destination and industry partners involved with VisitEngland.

The Approach

We designed a dual-phased campaign: "101 Things To Do Before You Go Abroad" encouraged fans to nominate and vote for their favourite English experiences to be included in an ultimate "bucket list" using a map-based Facebook app and microsite. The second phase was the finished map featuring the 101 chosen experiences, which was mobile and desktop friendly and made downloadable for people to use offline.

The Results

The campaign reached a total circulation of over 250 million, generating over 30,000 new Facebook fans (19% increase) and nearly 4,000 new Twitter followers (10% increase). Overall engagement grew by over 300%, including 1,000 user-generated ideas and images. Return-on-investment reached 24:1. Print and broadcast coverage was incredible, too: we generated over 250 pieces including features in The Sun, The Times, The Mirror and The Independent; 39 regional BBC radio stations and 300 commercial stations via Sky News Radio.

A book of the ultimate "101 Things To Do Before You Go Abroad" was produced in association with Rough Guides. The book was distributed to DMOs and industry partners and used for competition prizes to Daily Express readers. It was also distributed to 20+ Tourism Information Centres. An international version, "101 Things To Do When You Visit England", was distributed via VisitEngland’s overseas offices and representatives, and used as promotion tool at media, business tourism and travel trade events.

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