Visit Britain USA Co-op Campaign

Concepts

• birmingham
• direct marketing
• visitbritain
• visit britain usa co-op campaign
• collaborative consumer marketing campaign platform
• new usa co-op marketing program
• international campaign
• visit britain's first phase
• co-op campaign
• britain

Location

As the crow flies from B4 post code

Description

VisitBritain have launched a new USA Co-op Marketing program to provide a collaborative consumer marketing campaign platform that West Midlands Growth Company can buy in to. Launching March 2023 (phase 1), VisitBritain will deliver value to industry by seeding the program with an initial investment of a £250K media buy to generate awareness and stimulate consideration to visit Britain amongst travel intenders. This is an opportunity for us to capitalise on the initial investment of a £250K (estimated) media buy from Visit Britain to generate awareness and stimulate consideration to visit the West Midlands amongst travel intenders. With an investment of $50k (£38,168) from WMGC, the West Midlands can launch a co-op campaign with VB (after Visit Britain's first phase is complete) that is already talking to an engaged and interested audience in the USA, highlighting our regional strengths, with a CTA to visit.

Total Quantity or Scope

VisitBritain are working with marketing agency and media buyers MMGY Global as the sole provider for this campaign. An opportunity to be part of VisitBritain's multi-million pound US international campaign (the wider halo campaign is £3M plus) We will showcase our regional products / experiences / destinations to an audience who are engaged with Britain and convert that sale. We will capitalise on the initial investment of a £250K (estimated) media buy from Visit Britain to generate awareness and stimulate consideration to visit Britain and the West Midlands amongst travel intenders. 1. Distribution of ad assets & campaign management 2. Digital activity using the following channels: a. Prospecting using a Lightbox Unit b. Retargeting Activity using Display Ads 3. Management of all campaign engager web data 4. Ad serving, tracking and optimising campaign performance based on click-through and interaction

Award Detail

Award Criteria

CPV Codes

• 79342100 - Direct marketing services

Legal Justification

MMGY Global are the sole providers of this campaign, due to the nature of the service required and in line with principles set in PPN01/20 where direct award is permissible due absence of competition and protection of exclusive rights under Regulation 32 (2) of the PCR which allows for sole supplier sourcing through use of a negotiated procedure without prior publication to be used. Furthermore, there is protection of exclusive rights, including intellectual property rights where there is no reasonable alternative or substitutes that exists and the absence of competition is not the result of an artificial narrowing down of the parameters of the procurement.

Other Information

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