AMERICAN EXPRESS / VISIT BRITAIN

Stimulating travel spend by tapping into the Staycation trend

The challenge
We love a challenge, so when American Express asked us to get their customers to book their UK holidays and weekend breaks with their Amex card we jumped at the chance.

The insight
Based on the insight that “Britain is bursting with stuff to do, but we always do the same old things” we tapped into the growing Staycation trend.

The idea
Through partnerships with Visit Britain and key travel bloggers, we created a microsite experience with a difference. It was packed full of inspiring content: tips, information, exclusive offers, promotions and insider knowledge, like the best places to eat.

And to make sure people visited we ran ‘Drive to Web’ comms in the travel press, on travel sites and email.

The result
The result was an impressive 12% uplift in card usage and we discovered a few great places to go ourselves.