GB-London: BTA891 Measuring the Value of VisitBritain's Commercial Partnerships

For many years, we have worked with a range of commercial partners, typically transport providers (airlines, ferries) and tour operators and OTAs such as Expedia, STA or Cox & Kings. In the past, the role of partnerships was primarily seen as one of extending our organisation's marketing reach, both by increased campaign and media purchasing power in conventional marketing activity (typically equally matched financial contributions), but also through access to the partner's owned channels which we would not otherwi...