Case study: Case Study: Consumer Prize Campaign

Visit Britain – Print & Digital

  • Prize Uniquely British Experience
  • Platform Social Media & Print
  • Sector Tourism

“The experiences created by Black Tomato met our campaign objectives and exceeded our creative expectations. They captured brilliantly what we want to communicate […] and allowed us to highlight some of the amazing OMGB moments one can enjoy in Britain. We are thrilled with the results.”

Visit Britain Campaign Director

Visit Britain Countryside

What did the client want?

Visit Britain launched their headline #OMGB campaign and needed some expert help to create, manage and fulfil the complete promotional roster. Not having run a promotional campaign on this level before, they needed an agency to not only fulfil the prizes to the highest level, but also to answer the immensely inclusive and creative brief, and respond with once-in-a-lifetime opportunities.

We were tasked with creating twin destination prizes for winners from a variety of markets, each with its own distinctive character and attitude. The prizes had to reflect these differences, whilst celebrating two Great British virtues: culture and countryside. It was vital that our offering subverted the stereotype of Britain as the stuffy home of Beefeaters and Buckingham Palace and show it off as a land rich in contemporary culture, high-octane activities and welcoming people.

What made it stand out?

We created a host of unforgettable experiences that provided winners with moments that stopped them in their tracks and took their breath away: a paddleboard lesson in Brighton followed by a food festival in Manchester, a full-on Edinburgh Festival experience followed by a luxury spa stay in the Lake District, a contemporary street art experience through Banksy’s Bristol followed by a five-star country retreat in the Cotswolds, a private visit to the famous spas of Bath followed by a traditional weekend in a Scottish castle complete with falconry lessons and whisky tasting with a Master Blender, and last but not least a luxury London experience at the Shangri-La Hotel with dinner at Claridge’s and a trip to watch a sports match of their choice.

The execution was brilliant simply because the experiences focussed on events, locations and touchpoints in the Great British landscape that epitomised the brand’s values and aims.

Ancient Roman Baths in the Spa Town of Bath
Visit Britain Falconry

How did the campaign add value?

The #OMGB creative was so unique, so strong and so accessible that the prizes simply had to live up to the same high standards. Each market participating in the promotion had its own character that the experiences had to complement, leading to real diversity in our offerings. However, the experience elements themselves were only a part of the overall brand experience. We had to make sure that the winners were treated as VIP guests of Great Britain, providing them with a private and personalised view of what makes Britain great.

To make the experience relevant to the campaign is the minimum requirement. To create unique, awe-inspiring prize experiences is just the start. To manage and fulfil something a winner will remember forever is what takes a brand to the next level.

The numbers

  • Competition page web views

  • Competition entries

  • %

    Campaign recall

  • Hotel concierges briefed

  • Original Banksys seen

  • IPM COGS Bronze Award 2016

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