• by Tanya Gazdik , April 7, 2017

VisitBritain is teaming with American Airlines and British Airways, supported by a $3.7 million campaign. 

This is the tourism group’s first-ever three-way partnership with the two airlines. The campaign, from Ogilvy & Mather, is called “British Famous” and features British comedian Diane Morgan. It runs through 2017.

The videos will be released across multiple platforms in the U.S. with the first two, featuring Morgan as a self-help guru in Wales and a rock star-wannabe in Manchester, England, launched earlier this week. 

“Our media strategy is largely comprised of various formats (video heavy) on Facebook, Google and Buzzfeed,” says VisitBritain Marketing Director Meredith Pearson tells Marketing Daily. “We have worked closely with our media agency, Carat,  and the teams at Facebook, Google and Buzzfeed to develop a specific targeting strategy to reach the consumers we are trying to speak to across the U.S. We are also launching an ambitious PR and organic social strategy to reach consumers through other channels and touch-points.”

The films will drive online traffic to BritishFamous.com which features destination content from VisitBritain and tactical fares and offers from American Airlines and British Airways, converting the inspiration to visit into bookings.

Two more videos featuring Morgan will be rolled out in the coming weeks, Pearson says. 

“She embodies the ‘British Famous’ concept for us: A talented and well-known (in the UK) British comedian that is brilliant but hasn’t cut-through in the States yet,” Pearson says. “She has been treasured on the Edinburgh Fringe circuit for years and is most well-known for her dim-witted character, Philomena Cunk on BBC 2. Her ability to play a version of herself that was so committed to the absurdity of this idea was crucial to this concept and we couldn’t be more pleased with Diane’s ability to bring this idea to life. She really embodies the beloved British wit and understated sense of humor.”

It is the first time that VisitBritain has partnered with American Airlines, the world’s largest carrier, on a marketing campaign of this scale. It is also the first time the three organizations, each contributing $1.25 million to the campaign, have worked together to promote travel to Britain.

“VisitBritain has been working in partnership with British Airways for many years and in the U.S., has worked with American Airlines on smaller scale PR and B2B projects — but nothing at this level,” Pearson says. British Airways and American Airlines have a joint business agreement.

The U.S. is Britain’s most valuable visitor market, worth more than $3.7 billion annually to the UK economy.