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CLIENT CASE STUDIES
- VISITBRITAIN |
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GLOBAL
ANALYSIS FOR A GLOBAL CLIENT
Millennium
evaluation for VisitBritain
Marketing campaigns are becoming increasingly global and
Mantra is meeting this trend by providing clients with
sophisticated international analysis.
No
marketing strategy could be more international than
VisitBritain’s recent campaign ‘Britain – Now is the
time’. This
programme aimed to promote Britain as the preferred
destination for the Millennium year-long celebrations,
capitalising on the excitement created by the Millennium
Dome, the London Eye and other such millennial
attractions.
VisitBritain [formerly the British Tourist Authority] has
a wide variety of stakeholders and is thus highly
accountable. Key
to the campaign’s success would be its analysis –
evaluating the campaign’s performance within each target
country and analysing key message penetration.
Understanding
“We
have worked with Mantra in the past,” said Jo Leslie at
VisitBritain. “We chose them for this project due to
their rapid understanding of our business needs and of
course, their ability to analyse coverage in foreign
languages.”
The entire campaign’s coverage during the 12 months’
prior to December 1999 was given to Mantra for analysis. The difference of this brief from many others was its
international nature – 60% of the cuttings were in
foreign languages.
Each cutting was analysed on the basis of three key
criteria; editorial prominence, the presence or absence of
key messages and the degree to which an item is positive
or negative from VisitBritain’s perspective.
Global
The
coverage was from 20 different countries, including Italy,
France, Spain, Japan, Saudi Arabia, India, Singapore, USA
and Brazil. Mantra
has developed a team of people from these regions, which
not only enables direct translation, but also greater
cultural knowledge and understanding. Therefore clients
such as VisitBritain can have the confidence that analysis
of editorial tone and message penetration is accurate.
Mantra also analysed the brand awareness of VisitBritain
within this coverage, the use of VisitBritain photography,
the logo and the web site.
Fast response
“Mantra
was quick to see what needed to be done,” said Jo
Leslie. Cuttings
were analysed and a report was completed in a short space
of time. As well as analysis of each individual cutting, the report
contained an overview together with appropriate
conclusions.
“The
report enabled us to present to our stakeholders how
successful the campaign had been and in particular, how it
compared against our initial objectives,” added Jo
Leslie.
The report concluded that the whole campaign had reached
an estimated audience of 274.3 million, positioning
Britain and in particular, London as THE Millennium
destination. VisitBritain
was able to analyse the campaign’s effectiveness on
reaching target audiences worldwide and show how the
coverage contributed to Britain refreshing its shop window
abroad.
“We
were delighted with the report,” concluded Jo Leslie,
“I
would not hesitate in recommending Mantra to other
companies, in fact I already have! |
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