Visit Britain – Drive Left

Client: Visit Britain
Brand/Topic: Great Britain
Date: 2007
Region: Belgium

Our mission
Research shows that the Web is the primary vehicle people are using today to research a destination. Visit Britain wanted to be the trigger in the decision-making process. We were asked to remind Belgian tourists that Great Britain is a favoured destination which can be reached by car. E-mail acquisition was key.

Target audience
Belgian tourists travelling by car

Our concept
The campaign was launched in two phases.In phase one we launched a buzz around a fake car swapping service called GoGo Britain. The idea was simple: let Belgian travellers exchange their left-steered vehicle for one that’s accustomed to driving on the left side of the road, and vice-versa for Brits heading over to the Continent. Customers could make reservations through the GoGo Britain website. This service was lateron revealed as a hoax to the participants, which could enrol in a contest and win a trip through Great Britain in a nice British sportscar.The website was covered by newspapers, blogs and magzines worldwide. The fake service is still covered on Springwise as a great business model.

The concept in phase 2 turned around learning to drive left, which still scares most of the tourists travelling to Great Britain by car. While doing a virtual driving test, visitors could discover Britain’s unexpected experiences. At the same time we tested their knowledge about Britain via a quiz.The website and were promoted via mass media and below the line activations.

Media used

  • Radio
  • Print Ads
  • DM
  • 2 Campaign Websites (phase 1 and 2)
  • Bannering
  • E-mailing
  • Podcasting
  • Holiday Fair Event
Services Provided

  • Strategy
  • Art direction
  • Copywriting
  • Graphic Design
  • DTP
  • Webdesign & Programming
  • Event
  • Account and project management
Radio commercials

Dutch 1
Dutch 2
Dutch 3
French 1
French 2
French 3