VisitBritain and Yahoo have announced an enhanced a partnership that will see the tourism agency target potential visitors globally with rich content campaigns
The new deal with the search engine has seen VisitBritain collaborate with Yahoo on a content marketing campaign putting its blogging site Tumblr at the heart of its activity.
A new Discover Great Britain Tumblr page has been created to highlight the attractions that the country has to offer via animated gifs, video images and original content.
It will be distributed to the key US audience via Yahoo’s digital travel magazine and the campaign will target multiple source markets including India, Brazil, France, Germany, UAE and Saudi-Arabia.
Yahoo sees the tie-up with VisitBritain as a showcase of the digital platforms it offers and use of rich content in native advertising – promotions that combine editorial with commercial messages.
Yahoo says early indications are showing some of the highest engagement rates ever seen from a global travel brand.
“VisitBritain will run an extensive native advertising campaign in all markets, delivering compelling creative to the Yahoo news stream as part of a contextual user experience,” Yahoo said.
The campaign is based around eight key content headings: music, film, TV, sport, food, heritage, countryside and shopping.
VisitBritain is working with Yahoo’s to create content that it will encourage its 800 million monthly unique users globally to discover and share.
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.”
Emma Jowett, head of travel at Yahoo, added: “Creating a modern content experience which uses paid-for media to drive editorial and earned media is the holy grail for brands and our Yahoo and Tumblr solution is a great example of how brands can achieve this.
“VisitBritain are visionary in their approach to marketing and building on the success of our previous partnerships, it made absolute sense for them to be our first travel partner making the most of Tumblr and Yahoo working together.”