VisitBritain and tour operator conglomerate the Travel Corporation on Thursday introduced a marketing partnership aimed at encouraging more Americans to visit the U.K.
VisitBritain, the U.K.'s national tourism agency, did not put a price tag on the campaign, but said it was VisitBritain's largest promotional effort in the U.S.
VisitBritain will collaborate with Travel Corporation brands Trafalgar and Insight Vacations.
The campaign will launch in February, targeting consumers and travel agents, and is slated to run through 2016. The partners will focus on the themes of culture, heritage and the British countryside.
VisitBritain will collaborate with Trafalgar on promotions on retail network QVC.
Additionally, VisitBritain and Trafalgar are supporting travel agent education, showcasing Trafalgar’s Britain products and VisitBritain’s online training tool, BritAgent.
Insight Vacations will reach out to consumers and the trade through digital advertising and marketing campaigns that will include promotions and interactive media materials.
VisitBritain and Trafalgar began working together in 2012, in a marketing effort that resulted in a 39% increase in Trafalgar's Britain bookings, VisitBritain said.
Part of that effort included reaching out to 19.4 million members of warehouse club Costco through traditional and online advertising.
Approximately 3.5 million travelers from North America visited the U.K. between December 2012 and November 2013. The U.S. continues to be the most valuable source market for U.K. inbound tourism, according to VisitBritain.
Follow Michelle Baran on Twitter @mbtravelweekly.