Visit Britain’s brief was threefold: they wanted to paint a new picture of Great Britain, they wanted to increase consideration with amongst young ‘buzzseekers’ and they wanted to increase relevancy with a media partner who understood why this audience travelled.

So, we wanted to take the perception of GB away from the Queen, tea, bad food and rain and showcase the evolving food scene, the secret gems of culture, the underground music scenes, the beautiful beaches that rival the Caribbean and much much more.

Introducing, I Travel For… an episodic approach whereby each episode addresses different people’s reasons for travelling. Because, let’s face it, not everybody travels for the same reason. I travel to discover great food and secret little gems of restaurants, but someone else may travel to find adventure and get some space (I should really lean into that TBF). Whatever way you travel, most people want to ‘live like a local’ (before AirBnB made it their thing!) and that’s what we wanted to unearth.

We cast AJ Odudu as the presenter of the series and got started. Visit Britain wanted to start in the Cotswolds, so off we went and started researching and launched with ‘I travel for Escapsism’. Sadly VB had a change in budget allocation and we couldn’t make any more in the series (sob), but not only did this perform amazingly for them, they liked the idea so much that they adopted ‘I Travel For’ as the creative arc for their own campaigns.