Promoting the UK as the home of football, VisitBritain’s new ad campaign in Australia puts the boot in by showcasing the football-related experiences and attractions available across the UK for fans of the beautiful game.
But it’s not just about scoring, the new VisitBritain ads highlight a message of welcome as well as the shared love of sport between Aussies and Brits.
VisitBritain Country Manager for Australia & New Zealand Maria Sykes said the tourism board is stoking the friendly sporting rivalry between the two nations with the campaign launch.
“As Australia prepares to co-host the FIFA Women’s World Cup, VisitBritain is putting the birthplace of modern football in the spotlight,” she said.
“We’re inviting Aussie travellers to not just watch from the sidelines of the tournament but to come and experience Britain’s one-of-a-kind football tourism offer.”
Football is the top sporting draw for visitors to the UK and almost 10 per cent of Australians who visited in 2019 attended a football game or watched a match on TV during their trip, spending £290 million in total.
The campaign runs from 17 July throughout the FIFA Women’s World Cup, co-hosted by Australia and New Zealand.
The multichannel destination campaign includes digital billboards in high-visibility locations across Brisbane, Melbourne and Sydney, showing fans enjoying UK matches with light-hearted headlines that promote Britain as the home of football.
Visitor recovery
It builds on the strong recovery in Australian visitor spending, contributing £1.1 billion to the UK visitor economy in 2022. Australia is also now Britain’s fourth most-valuable inbound tourism market.
“From the thrill of a live match and exploring vibrant football cities across the nation to scaling the heights of a stadium before walking in the footsteps of sporting greats, no matter where your loyalty lies, Britain offers endless opportunities for visitors to immerse themselves in the game year-round,” Ms Sykes said.
Find out more at visitbritain.com
Check out Tourism Australia’s FIFA Women’s World Cup campaign here.
Watch Tourism New Zealand’s ‘The Beautiful Game’ content here.
