VisitBritain, the UK’s national tourism agency, has renewed its partnership with Yahoo whilst launching a new content marketing campaign on Tumblr.
The partnership will see VisitBritain promote Britain as a tourist destination to audiences across digital platforms in a one-year campaign, running across markets including the US, India, Brazil, France, Germany, UAE and Saudi-Arabia.
A ‘Discover Great Britain’ Tumblr page forms the heart of the campaign and utilizes animated gifs, images and original content to advertise the things to see and do across Britain.
Using Yahoo’s content marketing solution, the ‘Discover Great Britain' Tumblr page will be distributed on Yahoo platforms including its digital travel magazine Yahoo Travel in the US. VisitBritain will additionally run a native advertising campaign in all markets.
Joss Croft, marketing director at VisitBritain said early indications show some of the highest engagement rates seen from a global travel brand: “We’re delighted to continue our successful partnership with Yahoo and we’re already seeing the phenomenal benefits of having a presence on a platform like Tumblr. We’re thrilled with the initial results.”
Yahoo is also sponsoring editorial content on its own platform, aligned with eight key VisitBritain content pillars: music, film, TV, sport, food, heritage, countryside and shopping.
Yahoo’s branded content solution team is creating all content for the campaign, including video, which as well as running on Tumblr, will also be showcased on Yahoo Screen.