Travel influencers have become core to the majority of the strategy, and last year, an artificial intelligence game that was part of multimillion-dollar campaign âFake (Br)it til You Make Itâ prodded American travelers to try to imitate various British accents, judged by AI, and then shared their scores on social media.
She added that to maximize activity internationally, as well, the campaign would retarget its trade activity off the back of tourism or student activations, with other parts of Europe, Asia and increasingly the Middle East seen as important areas to target.
Perception change is one of the campaignâs key performance indicators, along with consideration growth as a destination and surprising consumers alongside the vital repayment of taxpayer investment.
Growing visitor numbers outside of London and encouraging them to visit other corners of Great Britain and Northern Ireland will continue to be another focus and ambition for the campaign, too.
