Yahoo has announced the results of VisitBritain’s Discover Great Britain content marketing campaign. The goal of the campaign was to encourage tourists to visit the UK by keeping them engaged.
The content marketing across Yahoo and Tumblr generated earned media equivalent to 40% of the overall campaign budget. In a three week period it gathered 15 million impressions and over 200,000 organic interactions.
Joss Croft, marketing director at VisitBritain said: “We strive to be the best national tourist board working across all digital platforms. In order to achieve this, we must work with the best partners, to get great content to the key prospects in the places where they are naturally active, to inspire and engage our global audience.
“We’re delighted to continue our successful partnership with Yahoo and we’re already seeing the phenomenal benefits of having a presence on a platform like Tumblr. We’re thrilled with the initial results.”
The campaign used a Tumblr page to bring to life a range of things to see and do across Britain, using animated gifs, images and original content. The content was distributed through Tumblr sponsored posts and native ads within Yahoo’s streams and digital magazines.
The marketing targeted travellers around the world, particularly those in the US, Brazil, India, France, Germany and Gulf states.
The campaign forms part of VisitBritain’s digital “always-on” approach.