VisitBritain’s ‘I Travel For’ campaign targets “Buzzseeker” Indian travellers

By on April 24, 2018 | Campaigns

The rising trend of Indians travelling internationally is not something that can be missed easily. Outbound travel from India is growing exponentially every year; the Yatra Winter Travel Survey 2017 showed that 36% of travellers were planning an international holiday. On an overall basis, it is estimated that 25 million Indians travelled overseas in 2017, which is growing a very healthy double-digit rate, setting India on the path to become one of the largest outbound travel markets in the world in the next few years.

Moreover, it is not just the lure of shopping and eating in international locations that brings travellers to foreign shores. With an increasing number of Indian travellers, especially millennials, prioritizing personal experiences over material things, it’s fueling the growth of a more experiential travel ecosystem across the world.

Latching on to this insight, VisitBritain launched its new brand campaign ‘I Travel For’ in Mumbai last month. The campaign will run across digital channels, including Facebook and website to engage with potential travellers and inspire them to book a holiday to Britain right now. Using short films and story-telling to showcase unexpected experiences, the campaign aligns the passions that motivate people to travel with experiences that can only be had in Britain, inspiring overseas visitors to book a trip right now.

Driven primarily across Facebook and Instagram, the campaign will also feature Britain’s iconic landmarks and attractions. Additionally, the films highlight common travel interests such as adventure, culinary, relaxation, culture and the undiscovered.

Still from the campaign film, of an unexplored destination in Great Britain.

Still from the campaign film, of an unexplored destination in Great Britain.

Highlighting the new brand campaign, VisitBritain Chief Executive Sally Balcombe said, “I Travel For campaign in India will be targeting Buzzseeker travellers. This campaign aims to build on the strong growth we have seen in visits from India, showcasing that Britain is bursting with fun activities and adventure, exciting and contemporary culture and highlighting less-explored destinations. By promoting unexpected experiences, alongside globally renowned and iconic cultural landmarks and attractions, VisitBritain wants to inspire more visitors from India to book a trip to Britain right now.”

Between January and September 2017, there were a record 436,000 inbound visits from India to the UK, up 32% compared to the same period in 2016. Visits from India spent a record £355 million between January and September 2017, up 7% on same period in 2016.

In February last year, VisitBritain tapped into India’s love for Bollywood and Harry Potter by launching a marketing campaign #OMGB (Oh my Great Britain) ‘Home of Amazing Moments’, to inspire Indian travellers to visit the UK. The seven week campaign ran successfully across social platforms, highlighting unique experiences Britain can offer.


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