The Pink Booklet

Visit Britain

Summary

We developed a character for Visit Britain to present legislative content in an approachable way, greatly raising awareness amongst accommodation providers

Background

The Pink Booklet is produced by the publishing department of Visit Britain with the aim to provide accessible legislative advice to accommodation providers.  Dot Tourism was commissioned to build awareness of the new service and to build subscription numbers.

Results

With the content containing news and legal changes we wanted to present the legislative content in a more approachable way.

We developed Mrs Pink, a character that would be used in the campaign. We introduced her 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.

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.