2016 Winners & Shortlists

Creative Execution

We sent eight key social influencers with a per-post reach of 4mn+ from the four target markets to explore Great Britain. We created inspirational, relatable content of these adventures which they posted to their social channels using the Arabic hashtag - #Wa7a_A7la. VisitBritain also captured content and shared it on its social media platforms. We encouraged the audience to share relevant content about the trips the influencers were taking via a social competition . The campaign was pushed via call-to-action videos across social networks and a campaign hub on VisitBritain’s website, the LoveWall, as well as bookable itineraries.

We achieved 45 million organic impressions, 350,000 organic video views, 509,000 engagements and a 200% increase in followers across VisitBritain’s GCC social platforms, with proof points of more GCC nationals taking trips to non-London destinations emerging across the campaign. Overall, the campaign contributed to an increase in visits of 18% and an increase in spend of 6% against the same period in 2014, contributing significantly to the British economy. The campaign overall was a resounding success, exceeding expectations in terms of quality engagement, organic views, social media performance and quantitative results.

GCC nationals are very important tourists for Britain, but the vast majority only know about, and visit, London. VisitBritain, the British government’s tourism promotion arm, had a challenge to raise awareness of non-London, or ‘countryside’, destinations to this important demographic. We realised that we should let Britain tell its own spectacular story – from warm welcomes in Wales, to the stunning scenery of Scottish Highlands – we had a canvas to work from greater than any on earth….and something that was truly Wa7a A7la (Nothing Nicer in English). Those stories are always best told by people an audience can relate to. So we decided to send some of the most influential social personalities to their own unique part of Britain to tell their Wa7a A7la story.