Forward x Visit Britain

Case Study
The journey starts at home

MARKET

UK

Services provided

Media distribution, Influencer activation

Visit Britain selected us to drive their 2021 spring/summer domestic tourism activation. The campaign aimed to reignite travel appetite post-lockdown, inspiring UK audiences to rediscover their own country and convert that inspiration into bookings for domestic breaks.

Campaign Travel Hub

Idea

Reframe the UK as an escape worth taking. After months of restrictions, the campaign tapped into the desire for freedom and discovery, positioning domestic destinations not as a compromise but as hidden treasures waiting to be explored. Through compelling storytelling and exclusive offers, we made exploring the UK feel like a genuine escape.

Influencer activation

Execution

We built a dedicated microsite featuring editorial content, curated travel deals and a competition to win travel vouchers.
Media placements across lastminute.com’s owned channels and extended networks ensured broad visibility, while a collaboration with UK travel creators showcased the country’s best gems through authentic, inspiring content.