New Delhi: VisitBritain, the national tourism agency and Virgin Atlantic, one of the world’s leading airlines, have launched a youth focused campaign – ‘Where in Britain?’ in India, Asia Pacific and South Africa.

The campaign being launched in India, China, Japan, South Africa and Hong Kong is aimed primarily at young professionals with a thirst for travelling to Britain and experiencing its quirky, cutting edge destinations.

Using an interactive microsite, the campaign seeks to challenge the youth audience and show them that there is more to Britain than they perhaps first thought. People are invited to plot some of the most exciting places and events on an interactive map of Britain. The entrant that gets to the top of the leader board with their pins located closest to the actual location in Britain wins two tickets to London with Virgin Atlantic.

The promotion, which is being rolled out online, targets the young professional segment to show how much there is to do and enjoy in Britain.

Users are encouraged to share the competition with their friends via local social network sites – those who share get another go at playing to try and get to the top of the leader board if they didn’t get there the first time.

The competition will be run in two phases over four weeks to increase the ability of our audience to better their knowledge of Britain and have a second chance of winning Virgin Atlantic flights to London.

The joint activity rolls out across multi-channels including; press advertising, on-line banners, email direct marketing and a campaign microsite- WWW.WHEREINBRITAIN.IN

Laurence Bresh, VisitBritain Director of Marketing said: “Working in partnership with Virgin Atlantic on this is simply the perfect fit in what is going to be one of the most fast paced campaigns of the year.

Britain is regarded by many as the home of culture and heritage but we also lead the way in cutting edge attractions, concerts and sporting events.

Whether you want to soak up the best of British music at Rock Ness festival on the banks of Loch Ness in Scotland, shop until evening fall in Selfridges stores or cheer with the crowds watching Premier League football – our campaign gives a glimpse of how and where it can be done in Britain.”