I Travel For …

It’s the question that everybody is asking: “Why do you travel?”

Well, Visit Britain isn’t asking anymore, instead it has been listening to the answers that Canadians have been giving to that question and the result is its new marketing campaign – “I Travel For …” – that it launched to a select group of travel trade types in Toronto last night.

“Canada is an important inbound tourism market for VisitBritain,” observed the tourism agency’s executive vice-president, Americas, Gavin Landry during the evening presentation.

“Our new campaign aims to build on the growth we have seen in visits from Canada by showcasing that Britain is bursting with fun activities, new adventures and wonderfully unexpected experiences to discover all year round,”

The “I Travel For …” campaign is tailored to each market as the reasons that people have for travel in the different regions of the world differ naturally.

In Canada, VisitBritain officials note that the key “I Travel For …” reasons offered by travellers here include Bliss; Food & Drink; Discoveries; Adventure; Surprises; and Meeting the Locals.

The campaign will roll out in Canada later this month across Facebook and Instagram and uses short films and story telling to reveal “unexpected experiences” and “less explored” destinations in Britain, as well as the destination’s iconic landmarks and attractions.

Said Landry: “From Britain’s exciting and contemporary culture and living history to the vibrancy of our cool cities, from thrill-seeking adventures in stunning countryside to relaxing in areas of outstanding natural beauty, I Travel For wants to inspire visitors from Canada to book a trip right now.”

As part of the new marketing campaign, VisitBritain will be working with commercial partners to “amplify” its marketing reach in Canada and convert the inspiration to visit into bookings, making it easier to access and explore the whole of Britain.

The Toronto event was hosted by VisitBritain with the British High Commissioner, Susan le Jeune d’Allegeershecque CMG and along with the launch of the new marketing campaign, it also showcased Britain’s food and drink in collaboration with the UK government’s Department for International Trade and the Scottish Development International.

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In the photo

Seen at the “I Travel For …” launch event, from l to r, are VisitBritain’s Gavin Landry; British High Commissioner, Susan le Jeune d’Allegeershecque CMG; VisitBritain’s Lynda Falcone; and VisitBritain’s Carl Walsh.