VisitBritain 'I Travel For'

THE CHALLENGE VisitBritain wanted to dial up the excitement for Millennials to come see Britain NOW. So we turned British stereotypes on their head and showcased the unexpected side of this GREAT Island, from a whole spectrum of different perspectives. THE IDEA I Travel For - uncovering the insight that people’s motivation for travel has fundamentally changed. We travel for our passions; The Flavour, The Buzz, The Escape, The Marvel, The Local’s Local and the entire world in one place. Taking a fresh approach to travel content we placed real people and their genuine passions at the centre of our stories. From designing the new craft beer movement in Bermondsey, tasting the diverse flavours in Brixton, modest fashion in Manchester and the new sounds of Liverpool’s music scene. These are faces you would actually meet if you were to experience these unexpected parts of Britain. THE APPROACH We documented these journeys in our influencers own voices talking about the things that matter to their audiences, across Instagram and Facebook in advertising and editorial formats. Championing the universal emotions around travel in a global campaign, while creating locally nuanced versions for specific markets reaching new audiences and opportunities. THE OUTCOME We shot 8 stories, across 3 months, generating over 150+ pieces of content. Each with bespoke formatting for different social channels and at same time produced massive footage and stills banks for repurposing across different media.