1. THE BRITISH ARE
NOT COMING
Nov2012
Laying the foundations for more effective destination marketing
philip@homeslade.co.uk
Sladecooperation.co.uk
@piehead
2. • THE BRITISH
• BRITISH THOUGHTS ABOUT CANADA
• MACRO-TRENDS IN BEHAVIOUR
• CULTURAL AESTHETICS
• EXAMPLES OF GREAT ADVERTISING
Why aren’t more British travellers
responding to advertising about Canada?
well, lets look at what makes the Brits tick.
Images used as illustration only, no rights claimed Nov2012
3. Text
1. THE BRITISH Images used as illustration only, no rights claimed
Nov2012
4. Text
1. The British
The Olympic effect
• Brand Britain
• Mobile content
• Celebrity wane
• The country on bikes
• Sponsors who give back
Images used as illustration only, no rights claimed Nov2012
5. Text
CH4 Meet the paralympians clip
http://www.youtube.com/watch?v=tuAPPeRg3Nw
1. THE BRITISH: The Paralympic effect
Images used as illustration only, no rights claimed
Nov2012
6. Almost 1 Billion people around the
world watched the London Olympic
opening ceremony, 90% of whom
had no idea what was going on
1. THE BRITISH: The Olympic effect
Images used as illustration only, no rights claimed Nov2012
7. BRITISH thoughts about Canada
Images used as illustration only, no rights claimed Nov2012
11. “We have turned understatement into an art
form, we have hidden our light under a
bushel. We are too tongue-tied about
celebrating what is great about our country”
David Cameron* : 2011
Macro Trends: Staycations
Nov2012
13. Britain's two best performing retailers in 2012
(with some of the same shoppers*)
Macro Trends: Two Tier Britain
Images used as illustration only, no rights claimed
Nov2012
15. Travellers are buying into
the idea of an experience
rather than looking at a
specific location
Images used as illustration only, no rights claimed
Nov2012
16. Text
Important to build a sense of discovery
An experience missed will drive a
longing for a repeat visit
..those buying based on experiential
reasons – this will enable me to do
something – have only a sense of
potential lost opportunities
People who buy based on
material properties are more
likely to suffer buyers remorse
Nov2012
28. After salmonella was found in over a million chocolate bars,
Cadbury’s was going to need something a bit special to get
people to forget and forgive
Nov2012
30. SUMMARY
• The British have a rejuvenated sense of pride
• UK advertising aesthetic is quirky
• Everything begins with mobile
• The way people book long haul is changing
• Social media impacts travel choice in the UK
Nov2012
philip@homeslade.co.uk
Sladecooperation.co.uk
@piehead
35. Text
In May 2012 Secret
Escapes was not in the
top 30, but heavy use of
paid search has brought
it into the top 10 by
August
Travel brands with the most influence
Nov2012