Britain’s latest campaign is no ordinary thing
Virgin Atlantic, VisitBritain and London & Partners will work together to entice more Australians to visit Britain.
The partnership has launched with a co-branded marketing campaign ‘Flying in the face of ordinary to Britain’, offering a special fare to London with a bonus trip to Manchester, Edinburgh or Aberdeen.
Virgin Atlantic general manager Australia and New Zealand, Luke Fisher, said last year was a record year for Virgin Atlantic on the Kangaroo route.
"Our passenger numbers travelling through to the UK increased by more than 20,000 people and we saw a marked improvement in our market share to London.”
VisitBritain’s marketing director, Joss Croft, added: "We’ve seen spend levels grow 52% from the Australian market over the last five years so it’s hugely important to extend our partnership with Virgin Atlantic, our key airline partner linking the UK to Australia."
There have been more than three million Australian visits to London over the past five years, spending around £2.2 billion in the capital.
London & Partners director consumer marketing and digital channels, Julie Chappell said last year Australia was London’s fourth biggest market for tourism expenditure, generating £470 million, and the seventh biggest visitor market with 600,000 visitors.
Ian Jarrett
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