Incentivated wins VisitBritain account
Mobile marketing agency Incentivated has been appointed by VisitBritain’s England marketing division to take on its Enjoy England mobile campaign.
The campaign aims to help visitors avoid queues at tourist offices and instead receive brochures, pictures and information direct to their mobile phone.
Incentivated won the multi-year contract from an incumbent mobile agency.
MD Jonathan Bass said: “Mobile marketing has matured as a sector with some clients in their second or third year of full rollout and refining their strategy to adapt to their learnings.
“The mobile channel offers substantial benefits for travel and tourism clients by providing an immediate shortcut to detailed holiday information ordered via SMS and the mobile internet for consumption via mobile, email or in hardcopy.
“In addition, mobile allows great potential for time sensitive and location specific messages to mobile carrying travellers on business or pleasure throughout the UK and even the world.”
Amanda Smyth, England domestic marketing manager at VisitBritain, said: “The mobile medium offers Enjoy England the opportunity to reach out and engage with new audiences in ever more creative ways.”
By Bev Fearis
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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