Digital and Social Media Strategy

Justin ReidHead of Digital

Digital and Social Media

Step 1:• Be front and foremost in the places where people are

looking

Step 2:• Find them (potential visitors) in the places where they

didn’t know they were looking

Step 3:• Direct them to and inspire them via the world’s

leading national tourist board website

Fully integrated approach

• Campaign activity• Press and PR• Olympics• Brand Partnerships

….cutting through the noise and clutter

Be front and foremost in the places where people are looking

Search Engines, what we are seeking to be:• #1 in brand terms.

Be front and foremost in the places where people are looking

Search Engines, what we are seeking to be:• #1 in brand terms.• #1 in inspirational terms.

Be front and foremost in the places where people are looking

Search Engines, what we are seeking to be:• #1 in brand terms.• #1 in inspirational terms.• #1 new media.

Be front and foremost in the places where people are looking

Search Engines, what we are seeking to be:• #1 in brand terms.• #1 in inspirational terms.• #1 new media.

What we are not seeking to do:• Bidding for these terms.• Competing with partners.• Achieve recognition where we can’t compete.

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Find them (potential visitors) in the places where they didn’t know they were looking

• Content syndication• Yahoo Travel• World Travel Guides• British Airways (and any airline)• Mobile platforms (iPhone and Android)• Google maps• Bing maps

• Social Media• Facebook• Twitter• YouTube / visitbritain.tv• Flickr

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Social Media

Social Media

Direct them to and inspire them via the world’s leading national tourist board website

• June 2010 VB5

Summary

• Expanding our reach, via content syndication and social media to double the amount of people our content touches by 2012.

• Making sure www.visitbritain.com is always the “last place” they come when “deciding” about where to travel.