Tourism in England contributes 106bn to the British economy when direct and indirect impacts are taken into account and supports 2.6M jobs.

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1 #MYMICROGAP

2 THE BACKGROUND Tourism in England contributes 106bn to the British economy when direct and indirect impacts are taken into account and supports 2.6M jobs.* The tourism pulling power of Great Britain contributes over 120bn to our economy and is forecast to make up 10% of GDP by Ever since 2012, VisitEngland, with and on behalf of Scotland, Wales and Northern Ireland has been running the domestic arm of the GREAT campaign, generating over 730m in incremental spend up until *Source: VE Key Facts 2016

3 THE CHALLENGE 16 to 34 year olds took almost 1.4 million fewer holidays at home in 2016 compared to a decade ago. Low knowledge of the geography and little perception of what is available to see/do. Tendency to take low cost overseas holidays. Bring Generation Y home by educating them on the geography and competitive tourism product available here, growing the base UK population who have an interest in taking holidays and breaks domestically, thus sustainably contributing to the UK economy.

4 BRAND STRATEGY ON A PAGE The objective Generate 680,000 additional UK bed nights from UK millennials in 18/19 ROI 25:1 Cultural Insight The view of an outsider can make us rethink the familiar Audience Insight UK millennials see their foreign counterparts as the embodiment of the experiences they crave Brand Truth Foreign millennials view the UK as one of worlds most appealing destinations Platform Idea: Join The World What we are pushing against?: The view of the UK as familiar and familial Positioning Discover the UK like a global traveller Campaign #MyMicrogap

5 AUDIENCE FREE & EASY MINI BREAKERS

6 AUDIENCE LANDSCAPE & INSIGHTS 82% would consider taking a career break to travel Less than a quarter (24%) of year olds were very likely to take a career break to travel in the next three years The idea of microgapping however appealed to almost twothirds (64%) with more than half (57%) likely to take a microgap during the next three years. Research showed that young people keen on taking a microgap wanted the same self-development opportunities typical of a gapyear. Top activities and experiences sought were wellbeing and relaxation, visiting iconic landmarks, trying local food and drink and seeing nature and wildlife.

7 INTRODUCING

8 MICROGAPPING verb Definition: The act of taking short breaks that offer the same enriching opportunities for self-development experienced on a typical gap year or career break.

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10 THE ESSENCE OF A MICROGAP A microgap offers enriching experiences similar to those offered on a gap year or career break that contribute to a person s self-development. Typically, a microgap is two to three nights in duration. A microgap includes the following elements:

11 WHERE IS OUR OPPORTUNITY ON THE CUSTOMER JOURNEY?

12 #MYMICROGAP EXAMPLE CORNWALL

13 #MYMICROGAP EXAMPLE CUMBRIA

14 THE PLAN Phase 1 - Education We introduce the concept of microgapping with a series of how to content guides. Channels: DMOs, PR, Hub, Social, Content partner, Brand partners Phase 2 Awareness & Ideation We show the reasons why you need to microgap through a series of content on amazing experiences to make your microgap. Channels: DMOs, PR, Hub, Social, Content partner, Brand partners, Influencers, Events, Industry Phase 3 Conversion We show how easy it is to make a microgap a reality through working with conversion partners, rounding up offers of the week etc. Channels: Partners, Industry, Airbnb, Content partner Phase 4 Advocacy We show the best microgaps taking place across Britain playing back the voices and experiences of millennials taking microgaps. Channels: Social, Partners, DMOs Phase 5 National Celebration We invite the whole nation to get behind microgapping with an invitation to take part in The Great Weekender! Channels: DMOs, PR, Hub, Social, Content partner, Brand partners, Influencers, Events, Industry

15 CAMPAIGN TO DATE

16 INTEGRATED CHANNEL MAPPING

17 JOIN THE REVOLUTION

18 DEVELOPING A NEW VISUAL IDENTITY We are building a new Brand Collection of imagery to showcase Britain as the world s most wonderfully unexpected island. The same guidelines apply for imagery and content for the domestic campaign covering the whole of the UK. Images within the Brand Collection encompass key characteristics, including: Unexpected People Icons Colour Experience Emotion Energy

19 DEVELOPING A NEW VISUAL IDENTITY

20 INDUSTRY TOOLS

21 THANK YOU