| THE BRIEF
This promotion was a joint initiative between Visit Britain, the newspaper and Seat cars. The objective was to encourage families to drive to visit tourist attractions around England, and to promote a new Seat car model.
DETAIL
The agency and Visit Britain in association with the AA sourced a selection of 90 tourist attractions to be featured on a specially designed map that was to be polybagged with the newspaper. In-paper support included editorial and a special double page spread with '2 for 1' exclusive offers and a voucher book.
Visit Britain and Enjoy England were also able to promote a Free Holiday Planner, which readers could obtain by phone, text or website visit, therefore generating a database.
 |
