VisitBritain is using the UK-wide Olympic torch relay tour to highlight the country on a national stage.
The tourist agency’s ‘super bloggers’ will join Olympic sponsor Samsung’s torch relay truck on the journey, capitalising on the unique access to tweet, blog and create stories that highlight towns and cities across the UK.
A unique, interactive ‘follow the torch’ map has been created on visitbritain.com and Love UK – VisitBritain’s main Facebook page – to allow potential visitors to follow the event as it makes its journey within ten miles of 95% of Britain.
The ‘follow the torch’ map uses new integrated Google Street View technology so that followers across the world can see images and explore torch locations before they decide whether they want to visit.
Destination content will be added each day as the journey progresses, with all activity done in conjunction with Samsung.
Images and content will be posted via VisitBritain’s online network, enabling consumers around the world to enjoy some of the beautiful locations the torch will be passing through.
All of VisitBritain’s digital platforms will be involved, with engaging content posted on Love UK.
Now with nearly 800,000 fans, it has recently been named one of the biggest brand pages in the UK ahead of Cadbury’s and Starbucks with mass influence both domestically and overseas.
VisitBritain’s corporate page will post a tweet a day to celebrate the 70-day marathon with each tweet unveiling nuggets of information.
To complement all of this, VisitBritain will also be producing an app on Love UK, which will enable all fans to pass virtual flags around the world.
Users will be encouraged to keep passing the digital flag to Facebook friends in an attempt to build up points.
The flag with the most passes will win a prize provided by one of VisitBritain’s key strategic partners.
Phil Taylor, head of digital at VisitBritain said: ‘For 70 days the Olympic Torch will journey through the most amazing landscapes and locations in Britain.
‘It will highlight Britain’s great offerings, passing through outstanding natural beauty and historically significant spots like Stonehenge along the way, helping to expose the wide array of our rural, urban and eclectic culture for the entire world to see.
‘As the first truly social media Games, we are making sure we do all we can to ensure our digital and social media networks are a key inspirational medium for international visitors both in the lead-up to and during Games time.’