VisitBritain, the national tourism agency for the United Kingdom, has renewed its partnership with Yahoo! and has taken to Yahoo!-owned blogging platform Tumblr to begin a new content marketing campaign.
Through Yahoo!, VisitBritain will promote Britain as a tourist destination with an online one-year campaign in the United States, India, Brazil, France, Germany, United Arab Emirates and Saudi Arabia.
The “Discover Great Britain” Tumblr page is a key part of the campaign. It features animated gifs, photographs, and original content that highlight attractions around the country.
Recently, the blog has displayed photographs of Highclere Castle, better known as Downtown Abbey from the TV series of the same name; a Lego art exhibit; and The Eagle and Child pub, where C.S. Lewis and J.R.R. Tolkien would drink and write in Oxford.
The “Discover Great Britain” Tumblr will be distributed over Yahoo!’s platforms as part of the company’s content marketing solution. The blog will be included in the digital travel magazine Yahoo! Travel in the U.S. and will run a native advertising campaign in all markets.
Tumblr was purchased by Yahoo! last May for $1.1 billion. The site has retained its independence in terms of content, but Yahoo! has also incorporated it into its advertising platforms.
Yahoo! sponsors editorial content on its own platform that aligns with the content pillars for VisitBritain: music, film, TV, sports, food, heritage, countryside and shopping in the U.K.
So far, VisitBritain marketing director Joss Croft has reported some of the all-time highest engagement rates for a global travel brand and says that the company is “thrilled with the initial results.”
The campaign is run by Yahoo!’s branded content solution team, and they plan to create videos to be showcased on Yahoo! Screen, as well. The success of the campaign thus far illustrates that content marketing can go beyond writing SEO content or running advertisements.
“Our company for exmaple is using multimedia for engagement and therefore scoring points
with Google since that is what there new algorithms are about,” says Andrew Di Genova, President & Founder of Ingenious Machines. “Tumblr is a very visual oriented media, so this fits well.”