Incentivated wins VisitBritain mobile task

by Joanne Payne, Brand Republic 01-May-07, 14:50

LONDON - VisitBritain has appointed mobile marketing agency Incentivated to update and extend its EnjoyEngland mobile campaign to drive tourism throughout the English regions.

Incentivated will use its online mobile marketing platform, iris, to provide VisitBritain with a comprehensive, managed mobile service allowing it to offer physical and electronic brochure ordering and WAP sites to the public.

Jonathan Bass, managing director of Incentivated, said: "The mobile channel offers substantial benefits for travel and tourism clients by providing an immediate shortcut to detailed holiday information. Mobile allows great potential for time sensitive and location specific messages to mobile-carrying travellers on business or pleasure throughout the UK."

VisitBritain has been using SMS as a customer acquisition tool for over a year with positive results.

Amanda Smyth, England domestic marketing manager at VisitBritain, said: "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."

In June last year Farm won the creative pitch for EnjoyEngland after competing against Delaney Lund Know Warren and St Luke's.