A brave idea we called #theisland. A massive digital campaign at it’s heart, with an influencer led teaser phase, and an integrated launch phase with DOOH and social executions.
The idea: To tease people into thinking influencers are being taken to an amazing mystery island in the Bahamas or Caribbean, to then reveal #theisland was Great Britain all along.
PHASE 1- THE TEASE
PHASE 2- THE REVEAL
We use social, media partners and re-targeting to reveal that VisitBritain is behind the tease, and that the Island is Britain.