How Our VisitBritain Campaign Curates #OMGB Moments to Inspire Travelers all Year Long

Noah Tratt, Global Senior Vice President
October 12, 2016
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There are so many amazing moments that a traveler can experience in Great Britain throughout the year, which is exactly what VisitBritain, the national tourism agency of the United Kingdom, is looking to raise awareness of by partnering with Expedia. This builds on our previous partnerships, which have spanned more than five years and multiple successful initiatives and award-winning campaigns.

This new campaign, “365 Days of #OMGB” (read: #OhMyGreatBritain) launched this week and like the hashtag says, showcases the amazing moments that can only be experienced in Great Britain: https://www.expedia.com/OMGB. The campaign, which spans collaboration across multiple Expedia groups, is truly a full-funnel approach, reaching travelers throughout the consumer purchase journey – from inspiration to education to consideration to booking.

Built around 365 days’ worth of content, a bespoke, integrated digital marketing platform illustrates how every day is an #OMGB moment in Great Britain and helps users discover events happening throughout the year, save their favorites, and then plan and book their travel with Expedia.

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The inspirational and educational platform is rich with interactive content, including a year-round events calendar, and a planner option to save and share your favorite events. For the first time, Scratchpad is integrated into the campaign, so any travel searches a user makes within the 365 platform will be saved in Scratchpad in the their Expedia profile. Users can easily search and book their ideal #OMGB trip with the holistic offerings of travel products – from rail to hotels to activities and experiences – available on Expedia. With exclusive room and package deals from our large network of partners all over Great Britain, travelers can easily find and curate their perfect holiday any time of the year. 

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This interactive campaign will market Great Britain abroad to its three largest and most valuable inbound visitor markets—France, Germany and the United States—and will be promoted with display media on Expedia sites in the three markets. Blogger integration will reveal and amplify amazing moments through captured video footage, imagery and blog content that will be shared on Viewfinder and other social media channels throughout the campaign.

Furthering awareness and education, the co-branded marketing campaign will feature interactive video and a national TV campaign starting in the U.S. in January 2017. The videos will showcase a variety of Britain destinations and experiences – from the quaint to the epic, urban to rural, and everything in between.

More to come – but in the meantime, find your own #OMGB moments!

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Picture of Noah Tratt, Global Senior Vice President
Noah Tratt
Global Senior Vice President
As global senior vice president of Expedia Media Solutions, Noah Tratt oversees all facets of the business including product development and execution, engineering, operations, media sales and business development for the Expedia, Inc. brands. Noah has overseen thousands of digital marketing partner initiatives and has significantly grown the Expedia Media Solutions business over the past several years. With more than two decades of marketing and sales experience, Noah has worked at Microsoft and Xylo, and launched Daily Rocket, a tech startup acquired by Fiserv. He joined Expedia, Inc. in 2002 to lead the car rental business, and later served as vice president of supplier strategy for Expedia Corporate Travel. Noah currently is an officer of the U.S. Travel Association, serving as secretary, and is also a member of the editorial board for the Journal of Digital and Social Media Marketing. He has been recognized as one of HSMAI’s Top 25 Most Extraordinary Minds in Sales and Marketing, and was inducted into the ClickZ Digital Marketing Hall of Fame. Noah is a graduate of Brown University, and lives with his family in Seattle.
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