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Building on the success of 2022-2024 Industry Co-Op partnership campaigns in USA, VisitBritain is pleased to announce an expansion of the program. In addition to the USA market, we are for the first time, also targeting the Australia market. This development comes off the back of recent strong performance, with Australia now Britain's fourth most valuable source market, and having a propensity to go further with an average length of stay of 14 nights, almost double the global average.

VisitBritain is investing GB£400K seed funding to kick start the campaign. Tourism industry partners can join the collaborative digital platform through a variety of options and investment levels starting at $15K* and scaling up to $100K* market currency+. VB will leverage its GREAT brand messaging, media relationships and innovative approach to inspire, engage and convert US and Australian consumers. Delivered in two phases, VB’s Brand-Solus awareness and inspiration campaign will run first from October-December 2024. This is followed by the re-targeting and conversion phase with our industry partners, running January – March 2025. For more information, please refer to the VisitBritain opportunity page.

*Exchange rate:
  • Currency conversion based on UK Gov’t official exchange rate £1 = USD$1.25 & AUD$1.91
  • Partners can be invoiced in either US or Australian dollars or Pound Sterling using the exchange rate effective at time of actual billing.
  • The campaign budget and five investment tiers are set in USD and AUD dollars to minimise currency exchange fluctuations.

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