The Britain Travelogues | British Tourist Authority | Concept & design | 1998
"It always rains there and I think it's too expensive ... No, I've never really been there before ...".
How do you get people from the mainland with so many prejudices to spend their holidays in Great Britain? We called in the help of Jan de Jonge, an experienced backpacker from the Netherlands.
STRATEGY & CONCEPT Rob Severein, Jos Krützmann DESIGN Rob Severein, Pam Asselbergs, Bas van der Paardt COPY Jos Krützmann
We divided Britain into 4 different regions. On the basis of a previously indicated preference, consumers received an episode of The Britain Travelogues from one of the regions. Photocopied from his original travel scrapbooks, provided with a personal handwritten note and sent from a real hotel or inn by our fictitious travel friend …
Sent from the real Prince of Wales Hotel in Caernarfon, we asked the staff to mention that Jan de Jonge had just left for his next destination if there would be a call for him. Which actually happened a number of times.
A reminder picture post card. Also sent from Britain.
Discount vouchers. Travellers who had become interested by the enthusiastic stories of Jan de Jonge received a booklet with discount vouchers. To be spent on board during the crossing or at one of the many locations in the four regions.
"If you ever come to Llanfairpwllgwyngyllgogerychwyrndrobwllllantysiliogogogoch, you are more than welcome …"