In order to stand out in the digital landscape, many companies have introduced novel ways of promoting their products and services.
Whether it is an interactive video, a stunning infographic or a series of in-depth blogs, brands are searching for new ways to stand out from the rest of the crowd and put their products at the forefront of customers’ minds.
With social media, video and blogs all great options for companies looking to establish a strong online presence, there is stiff competition for businesses looking to engage existing consumers and attract new ones.
One particular format that has proven to be beneficial is film, with many novice producers generating a buzz online with amateur productions.
VisitBritain is one organisation that is experimenting with this medium and we’re going to take a closer look at its marketing strategy.
VisitBritain capitalises on its skilled audience
VisitBritain has announced a new marketing campaign that uses its audience to come up with new digital content to attract more tourists to the country.
The brief asked filmmakers from the Genero online community to produce a short film that showed the sights, sounds and experiences available throughout the UK.
Quintessentially was the winning film and shows a steam train running along the Norfolk coast, going through coastlines, towns and heritage sites.
All nine of these films will be featured on the LoveWall, a website where people can find things to do in the UK and express support for features and places they love. These productions will also be shared through social and digital channels to reach a high number of customers.
No matter where you are across the world, there will be a different end frame for each language and region, meaning anyone can enjoy the films regardless of nationality.
Phil Taylor, the head of marketing at VisitBritain, said: “We need to help potential visitors visualise themselves in Britain, make an emotional connection, and move closer to making that holiday booking.
“The aim of ‘sounds of Great Britain’ is to get the world thinking and feeling differently about Britain. With Genero’s help, these eclectic films will take the consumer a step further on that journey.”
The benefits of audience-generated content
Audience-generated content has many advantages for businesses. As well as saving time for marketing teams, it can lead to more creative ideas and projects.
With its Sounds of Great Britain campaign, VisitBritain has left it up to the nation’s residents to convey the country’s culture and it seems to be working effectively.
While marketers may believe they know exactly what their audience wants, they often fall short of the mark.
As UK culture is subjective, it could be interpreted in a number of different ways, which is why the audience’s insights could be so compelling.
VisitBritain has clearly identified a gap in its talent pool and plugged it with some of the country’s best specialists.
Not only has this led to high-quality video content – the decision could help to boost the agency’s reputation significantly. Allowing audiences to come up with their own videos shows a creative approach that reflects well on the organisation and the UK.
Posted by VisitBritain has crowdsourced nine films as part of its marketing campaign.