Knowing how “Great” Britain is before you even step in the door

By: Ryan Gilbert

Before anyone even enters the country, the UK want’s to brag about the unique opportunities and history it has. With a clever play on the countries name, the Great Britain Campaign is speaking to everyone going through immigration and customs about British Fashion, landmarks, and achievements. As people wind through rows and rows of rope to get their passport stamped, they look around the room and get excited for the opportunities and sights ahead. Just an example is the “Great Britain Ad” for shopping, which encourages visitors to immerse themselves, and their wallets, into the fashion Great Britain has to offer.

UK-ad-campaign-1
Photo from http://www.greatbritaincampaign.com

A visitor might spend up to three hours making their way through customs, all while being filled with new ideas for travel and building new curiosities from the ads they are being exposed to. This strategy is brilliant because it has the power to change someone’s complete itinerary for their trip. Seeing what Great Britain truly has to offer encourages them to step out of their comfort zone and explore the opportunities, spending money while doing so, and hopefully encouraging others to do the same.

I know I can say this ad Campaign influenced me in just the hour and a half I was exposed to it. It got me excited and motivated to immerse myself in this country, and to experience all I can while I have the chance. In fact just yesterday I spent my money on a full english breakfast, English Breakfast

explored a shopping district of London,

Pickadilly

and even took a bus tour to explore all the city has to offer.

Bus tour

If these strategically placed ads in the Airport customs had this much affect on me, I can only imagine how much revenue they are creating for not only the city of London, but the rest of the country as well.

As thousands of people enter the country, they are all seeing the sights and culture Great Britain has to offer, being inspired by the pictures of the advertisements, and letting their imaginations create the trip they may not have planned for, but the trip they truly want to experience.

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