ABOUT

OBJECTIVES
Increase perception of MHR as a brand committed to the UK tourist industry. Drive social engagement. Generate inbound links to MHR site.
STRATEGY
Established a national photography competition in collaboration with regional newspapers to celebrate the landscapes of the UK.
Microsite developed to submit & display entries.
Integrated paid & organic social media campaign to launch.
12 regional winners brought to London for grand final, judged by editor of Daily Telegraph photography desk.
RESULTS
3,300+ submissions (more than double the target)
Facebook Likes increased by 24%
42 pieces of coverage, including BBC News, The Sun & VisitBritain