Passion At Play

Moving beyond destination-based marketing and attracting visitors to specific cities like London or Birmingham, VisitBritain’s new I Travel For brand campaign focuses on the passions that inspire people to travel, reports assistant editor, Ann Ruppenstein in this week’s digital edition of Canadian Travel Press.

“It’s really about what is the reason for travel, what’s the motivation, what’s the passion for travel and why are people travelling? And then connecting that to the uniquely British experiences that we can offer that you can’t find anywhere else,” Gavin Landry, director of the Americas at VisitBritain told Canadian Travel Press during the recent Destination Britain North America gathering in Austin, Texas. “There’s so much to see and do throughout the whole of Great Britain and that’s what I Travel For really focuses on, and connecting that to unique experiences.”

Those who travel for Local Flavours (local food and drink), for example, can partake in Scotland’s gin revolution and even concoct their own blend of the alcoholic drink. Whereas those who travel for the Unexpected (adventure seekers or going beyond the icons and landmarks) can opt for a more adrenaline inducing experience like coasteering off the coast of Wales, an activity that combines rock-hopping, swell-riding, and cliff-jumping.

“We all travel for different reasons,” noted Andrew Stokes, director England for VisitEngland. “I think the key thing for me is that England provides so many different passion points and really the next stage of that campaign is about highlighting to people that whatever their reason of travel, whatever it is that motivates them, we have that to offer them in England.”

For the full story, check out this week’s digital edition of Canadian Travel Press.