British tourism is suffering. American millennials are choosing travel destinations with experiences that appeal to their interests – like rock concerts, and brunch. We wanted to show them Great Britain has that stuff too.


Millennials don’t listen to brands. So, we got "British Famous" influencer Diane Morgan to talk to them for us. Through a series of four films and 256 pieces of content, she got their attention by doing things they love, in British places they’d adore.


25% increase in ticket sales.

We made our case (study).

256 pieces of content.

Social ads.

All content drove to our landing page, which featured in-depth articles about specific millennial travel interests and, ultimately, a booking portal.