Visit Britain USA Co-op Campaign

Tender description

VisitBritain have launched a new USA Co-op Marketing program to provide a collaborative consumer marketing campaign platform that West Midlands Growth Company can buy in to. Launching March 2023 (phase 1), VisitBritain will deliver value to industry by seeding the program with an initial investment of a £250K media buy to generate awareness and stimulate consideration to visit Britain amongst travel intenders. This is an opportunity for us to capitalise on the initial investment of a £250K (estimated) media buy from Visit Britain to generate awareness and stimulate consideration to visit the West Midlands amongst travel intenders. With an investment of $50k (£38,168) from WMGC, the West Midlands can launch a co-op campaign with VB (after Visit Britain's first phase is complete) that is already talking to an engaged and interested audience in the USA, highlighting our regional strengths, with a CTA to visit. Lot 1: VisitBritain are working with marketing agency and media buyers MMGY Global as the sole provider for this campaign. An opportunity to be part of VisitBritain's multi-million pound US international campaign (the wider halo campaign is £3M plus) We will showcase our regional products / experiences / destinations to an audience who are engaged with Britain and convert that sale. We will capitalise on the initial investment of a £250K (estimated) media buy from Visit Britain to generate awareness and stimulate consideration to visit Britain and the West Midlands amongst travel intenders. 1. Distribution of ad assets & campaign management 2. Digital activity using the following channels: a. Prospecting using a Lightbox Unit b. Retargeting Activity using Display Ads 3. Management of all campaign engager web data 4. Ad serving, tracking and optimising campaign performance based on click-through and interaction