Independent agency Trigger won the business following a pitch against three UK agencies. The Johannesburg-based consultancy will now have responsibility for developing campaigns in all of VisitBritain's 30 markets outside the UK.
A major factor in the decision to award Trigger the business was the agency's "Dynamic Positioning Model". This uses consumer profiling techniques, referral marketing, and internet and GSM technologies, and will enable Trigger to create a range of targeted multimedia direct marketing campaigns.
Dejon Yeoman, VisitBritain's CRM manager of international marketing, said: "[Trigger] understands the intricacies of effective viral marketing techniques and its core skills mirror our need for accurate consumer insight for the development of effective direct marketing campaigns. Furthermore, its creative product is world-class."
According to the agency, Trigger developed a digital workflow system that helped it win the business. The system enables regional agencies to remotely customise English-language marketing to suit local markets.
Trigger and VisitBritain are currently in the process of building a platform from which global marketing campaigns will be launched. Marketing activity is scheduled to kick off in the New Year.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum