VisitBritain and Barclays Premier League have extended their five-year partnership to 2016, aiming to increase the 900,000 football fans who visit each year spending £700m across Britain.
With pre-season tours by Manchester United, Arsenal, Liverpool and Manchester City generating buzz for the season ahead VisitBritain has cranked up investment launching the biggest football campaign in the tourist board’s history, featuring England and Liverpool captain Steven Gerrard.
The deal sees potential visitors invited to partake in a season-long digital game, housed on VisitBritain’s new LoveWall site, in order to win a trip to Britain.
The fully integrated ‘Take Me There’ campaign also includes new player interviews, options to book match breaks through Thomas Cook Sport, club information, tourist attractions close to stadiums as well as the latest fixtures and results.
‘Take Me There’ will also be supported by targeted media buy across China, UAE, Norway, Sweden and Hong Kong.
“The Barclays Premier League plays an important role in promoting Britain around the world. The competition is broadcast in 212 territories and into 804 million homes around the globe, making it the most watched football league in the world. This season sees clubs from across England and Wales competing, so we’ve put everything behind it to make it the biggest campaign we’ve run,” commented Joss Croft, marketing director at VisitBritain.
As well as attracting more football fans to the UK, the partnership allows VisitBritain to explore existing relationships with key Premier League stakeholders such as Opta, EA Sports, Topps and US broadcaster NBC.
Richard Scudamore, chief executive at the Barclays Premier League, added: “What supporters around the world see when they watch the Barclays Premier League on TV are some of the world’s best footballers playing exciting football in packed stadiums where there is a fantastic atmosphere. Extending our ties with VisitBritain means it will not only be easier for our fans across the globe to come here and be part of the action, but they will also be able to immerse themselves in the history of our clubs and cities.”