BBC Worldwide, the commercial arm of the BBC, and VisitBritain, the UK’s national tourism agency, have announced a new partnership to launch a dedicated content portal, known as BBC Britain.
The portal tells a compelling story of modern Britain. Airline British Airways has been confirmed as the first company to join the partnership
Sitting within BBC.com, the international version of BBC.co.uk, BBC Britain will combine specially commissioned articles, videos and images with relevant content drawn from across BBC.com’s specialist feature sites, including BBC Culture, BBC Future, BBC Travel, BBC Autos, BBC Capital and BBC Earth.
The site’s innovative approach brings to life the UK’s global appeal, taking a balanced and objective look at the story of modern Britain, from London Fashion Week to journeys through the Yorkshire Dales, from Shakespeare to iconic contemporary British businesses, brands and people.
Joining forces for the first time, the three partners already have similar missions to bring the best of British to an international audience, via BBC Worldwide showcasing the best UK creative content, Visit Britain’s promotion of the UK’s attractions or British Airways bringing to life British design and customer service.
BBC Worldwide will have full editorial control over the site. VisitBritain and British Airways will have all the advertising inventory around the BBC Britain content, which will be populated with joint collateral. There will be future opportunities for other great British brands to come on board as the partnership evolves.
Sally Balcombe, CEO VisitBritain, said: “BBC Britain will host a body of content that tells a compelling story of Britain to visitors from across the world, striking a balance between highlighting traditional treasures as well as covering more modern parts of British culture across our nations and regions. We’re pleased to be involved in creating a long term content platform for Britain alongside British Airways, but this is just the start. We’re calling for more British brands to join this partnership as it grows over time.”
Tim Davie, CEO BBC Worldwide and director, global said: “BBC Worldwide plays a key role in showcasing the UK’s creative industries around the globe and as an ambassador for ‘Brand Britain’ overseas, so I’m delighted to be launching a dedicated place on BBC.com to tell the world about modern Britain.”
Sara Dunham, British Airways’ head of marketing, retail and direct, said: “As a proudly British brand with global reach, we’re delighted to be part of an initiative to bring the UK to life for overseas visitors or those wanting to know a little more about the island we call home. We know from experience how interesting people find the UK. It’s a creative, diverse country with great heritage juxtaposed with fantastic modernity. We fly millions of people every year to the UK, and what better way to tempt people to visit than a site that showcases the best of Britain?”
Lead image via Leeduguid
me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]
MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]
New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]
Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]
Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]
ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]
Australia’s largest social enterprise is turning 25. On the anniversary of Australia’s first Big Issue magazine being sold on the steps of Melbourne’s Flinders Street Station in June 1996, Town Square has created a campaign to mark the occasion. 25 Years Big is a celebratory statement of pride, rendered in the iconic Big Issue logo […]
The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]
For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue. From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]
Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]
Here is EVERYTHING you need to know about contextual advertising bar the curling wand and the hot pink leg warmers.
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]