• by Larissa Faw , March 21, 2018

With California and New York generating almost a quarter of all visits from the U.S. to the UK, VisitBritain is launching the tourism board's first dynamic out-of-home campaign created using the group's in-house agency in San Francisco and New York City.

VisitBritain’s own creative shop, Oliver, supported the planning, design, production and delivery of the campaign.

The ads are featured on digital panels powered by dynamic triggers synced to day and time. Each creative version builds on the "I Travel For …” brand campaign by combining a specific passion that inspires travel with time-sensitive moments. For instance, morning passers-by will see images of a Yorkshire bakery and “Morning, New York, Breakfast is Served” greeting. Evening viewers will see creative encouraging people to relax (“Time to Unwind”), enjoy a decadent dinner or grab a drink after work.

VisitBritain is also working with content partners, including Time Inc., Unilad Adventure and National Geographic to amplify the reach and impact nationally.