Incentivated will work closely with VisitBritain and its fulfilment partners. Using Incentivated’s online mobile marketing platform, iris, VisitBritain will receive a comprehensive, managed mobile solution, which includes the capabilities of offering physical and electronic brochure ordering, WAPsites and MMS campaigns, amongst others.
VisitBritain has already been using SMS as a customer acquisition tool for over a year with positive results. By increasing the use and variety of mobile formats in its marketing strategy, VisitBritain will continue its standing as the British tourism authority and is sure to reach an increasing number of tourists by offering an innovative and immediate method of communication.
Jonathan Bass, MD of Incentivated, said, "We are delighted to win this tender to handle VisitBritain's existing business. Mobile marketing has matured as a sector with some clients in their second or third year of full rollout and refining their strategy to adapt to their learnings. The mobile channel offers substantial benefits for travel and tourism clients by providing an immediate shortcut to detailed holiday information ordered via SMS and the mobile internet for consumption via mobile, email or in hardcopy. In addition, mobile allows great potential for time sensitive and location specific messages to mobile carrying travellers on business or pleasure throughout the UK and even the world."
Amanda Smyth, England Domestic Marketing Manager at VisitBritain said, “The mobile medium offers Enjoy England the opportunity to reach out and engage with new audiences in ever more creative ways. We were impressed by Incentivated's strong track record of delivering innovative campaigns and their willingness to really engage with us as a client, to understand our specific challenges and suggest how we can maximise the effectiveness of the mobile channel moving forward”.