As we reported briefly yesterday, mobile agency Incentivated has been appointed  by VisitBritains
England marketing division, following a competitive tender, to update
and extend its successful Enjoy England mobile campaign which aims to
drive tourism throughout the English regions, at all times of the year.
Incentivated
won the multi-year contract from an incumbent mobile agency and will
work closely with VisitBritain and its fulfilment partners. Using
Incentivateds online mobile marketing platform, iris, VisitBritain
will receive a comprehensive, managed mobile solution, which includes
the ability to offer physical and electronic brochure ordering,
WAPsites and MMS campaigns, amongst others.
VisitBritain has 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 aims to reach an increasing number of
tourists by offering an innovative and immediate method of
communication.
We are delighted to win this competitive tender to
handle VisitBritains existing business says Incentivated MD Jonathan
Bass. 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 hard copy. 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 adds:
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 Incentivateds 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.