‘VisitBritain’ campaign targets Saudi travelers

VisitBritain and Qatar Airways are set to launch an experiential marketing campaign to inspire more leisure travel to the UK from Saudi Arabia via the airline.
With a projected total spend of 729 million pounds in 2020, Saudi Arabia has the highest projected value percentage growth — 181 percent — among the 20 major and emerging markets in VisitBritain's tourism strategy.
It is also among the top five most high-spending markets for Britain, with an average spend per visit of 2,354 pounds, while the overall average for all visitors to Britain is 600 pounds per visit.
The campaign activity will take place over 12 days between Nov. 20 and Dec. 14 and will reach at least 45,000 people at shopping malls across Saudi Arabia. The campaign invites consumers at the Red Sea Mall in Jeddah, the Mall of Dahran in Dammam and the Riyadh Gallery in Riyadh to experience the sights and sounds of Britain, and sample the comfort of traveling Qatar Airways Business Class seat available on board the Boeing 777.
A real London black cab will welcome visitors to step in and enjoy a virtual guided tour around the streets of London. Other British attractions will be brought to life via 3D models, TV screens and directional sound when consumers step in range of a featured site.
Tablet devices will run an augmented reality app, which when held in front of a feature will display a video and information on the attraction. Four Queens Guards will also be present for an extra dose of Britishness and photo opportunities.
A social media campaign will be running alongside the event, asking people to share their experiences of Britain and Qatar Airways on Twitter and Instagram using the hashtag #QR_VisitBritain
During the campaign period, Qatar Airways is offering special promotions and destination content on its website to drive traffic to London and Manchester.