Visit Britain Case Study

About Visit Britain

• The official tourism agency for Britain.

• Digital Visitor has been a partner of Visit Britain since 2008, and

has been the official supplier of social media, video production and

user generated content (UGC) for the tourism agency.

• Ever since, VisitBritain has been leading the way in social media

marketing for destination management organisations and national

tourism boards.

• They have won numerous awards and accolades for their online

marketing efforts – VisitBritain.com website has won prizes for the

best national tourist agency website in the world.

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Objectives

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National Social Media Initiative

• Research found there is a significant correlation between user ratings and reviews

and intention to book (81%) and UGC on travel websites added an additional layer of

information.

• Visit Britain wanted to increase the variety and amount of user generated content

displayed on their website so we created the national social media initiative.

• The aim of which is to enable VisitBritain's online visitors to share their experiences

of Britain by uploading photos, videos and comments, providing other website

visitors with rich media content and the trustworthy user generated information they

now search for.

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Results

• The initiative is the first of its kind in the world.

• Helps the national tourism board to gather a variety of UGC to help increase bookings AND

also helps regional & national tourist boards in the UK, along with individual tourism

providers and individual visitor attractions to gain greater exposure.

• Each review added to their website is automatically displayed on their local or regional

tourist board site, VisitEngland and VisitBritain – assisting in promoting Britain, whilst also

showcasing their attraction or destination to a worldwide audience.

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Social Media Campaign on

• Digital Visitor assisted in the promotion of

VisitBritain’s Facebook campaign called the ‘Top 50

UK Places’ helping to recruit attractions and

destinations to be involved.

• With over 750,000 fans (250,000 of which post

daily), the Love UK Facebook page is a key element

of VisitBritain’s social media network.

• Growing at rate of +14.6% a month.

• The Top 50 UK Places campaign aims to discover the

most popular attractions in the UK and is based

purely on Facebook users, where they check-in to

and who they share it with.

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Results

• Top 50 Places is the world’s first online league table of popular places created by

tourists.

• Dubbed as ‘’a global guest book’’ for Britain.

• Tourists are able to check in at more than 50,000 key locations across the country &

encouraged to write a little review.

• Includes wide range of attractions from all over the country – creates a huge

opportunity for the tourist honeypots of the UK to get themselves noticed

alongside the big names such as the London Eye, Edinburgh Castle and the Cardiff

Millennium Stadium.

• To date, the Top 50 Places has generated 1.7 million check-ins

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Results

“Digital Visitor’s technology has enabled us to really make the most of gathering content from all over the country – from the smallest of visitor attractions to our world known heritage sites.

These user generated videos, photos and reviews of Britain have helped to encourage even more people to visit”

Justin Reed, VisitBritain

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