Case Study

Client

Visit Britain (www.accommodationknowhow.co.uk)

Situation → Problem → Solution

The Pink Booklet was produced by the publishing department of Visit Britain with the aim to provide accessible legislative advice to accommodation providers. The booklet was recently updated and put online to make it easier to use. Visit Britain developed an online subscription service with informative news and features along with regular updates whenever legislation changes.

In an effort to build awareness of the new service and to build subscription numbers Visit Britain commissioned Dot Tourism. We developed Mrs Pink, a character that would be used in the campaign and present the legislative content in a more approachable way. The character was introduced to the database of accommodation providers through an email marketing campaign.

Recipients were informed of the latest developments of the Pink Booklet in an online and subscription based service. They were encouraged to take part in a short, simple online quiz testing their legislative knowledge with a discount available to those who completed the quiz. Prizes were on offer for those who completed the quiz with all questions answered correctly.

Results

The combination of the character, incentive and accommodation providers keen to test their knowledge has greatly raised the awareness of the online Pink Booklet. The success of the campaign and in particular the fresh identity has led to Visit Britain commissioning Dot Tourism to further develop the character. This will involve the design and identity becoming an integral part of their website.

Testimonial

“I approached Dot Tourism to develop a new character and viral marketing campaign to support our new online service – www.accommodationknowhow.co.uk. I have been really pleased with the results – Our new character – Mrs Pink and the viral marketing campaign have helped us reach our target customer in a friendly & innovative way. The campaign linked users to a quick quiz – www.accommodationknowhow.co.uk/prize with a prize drawer on successful completion, linked into an exclusive online offer. We plan to develop the Mrs Pink character further with Dot Tourism, using her on the website & e-alerts to help advise and support accommodation businesses.”

Lisa Ryan – Direct Sales and Marketing Manager, Publishing,
Visit Britain