TORONTO — VisitBritain says it wants to work with the travel trade for its new ‘I Travel For…’ marketing strategy, launched last night and rolling out later this month.

Executive VP, Americas, Gavin Landry says VisitBritain is looking to the trade to push the ‘I Travel For…’ message out to Canadians.

“If there’s an audience with TravelBrands, or Air Canada, or Air Canada Vacations or Flight Centre here in Canada, we’re going to work with those partners to introduce content into their environments that is under a passion point that will drive travel and will support the visitor economy in Canada,” he said.

Landry added: “The content that we will produce will be consumed by the audience in the environment where they’re already consuming the content.”

Susan le Jeune d’Allegeershecque, British High Commissioner to Canada

In Canada, the six passion points that inspire travel to Britain are flavours, culture, surprises, discoveries, landscape and bliss. Each of the six points will work with the ‘I Travel For…’ tagline in the campaign.

The Canadian market continues to be an important one for the destination, with Canadians travelling more widely across the UK than any other international visitors, says Landry. They also stay longer, and spend more. The average stay from the Canadian market is 10 nights compared to seven from Britain’s other key markets.