VisitBritain and Expedia launched a multimillion-dollar, three-year partnership to market Britain in the U.S.
The campaign, which is expected to generate more than $165 million of visitor spending in the U.K. over three years, will comprise 365 Days of British travel moments on www.expedia.com/omgb. Those "moments" showcase British products and experiences and is designed to encourage influencers and visitors to share their own British travel moments using #OMGB.
The content platform also enables other partners including airlines, destination management organizations and travel suppliers to provide information about destinations that are not well known to international visitors.
In addition to the digital marketing push, the program will include a TV campaign to be launched in the U.S. in January.