It was originally conceived as a Facebook app where global users could post about their favourite UK places, with the data used to create more targeted marketing for different regions.
The new fully responsive website now allows users to create their own UK travel itineraries using a ‘suitcase’ device, by listing their favourite UK sites and events, which can be shared with other users across social media.
An interactive map layer has also been introduced.
Jim Foweraker, digital director at Brand42, says, ‘We wanted to create something exciting and different for overseas users, so it had to be non-language led. Imagery is a big part of that, so we tried to keep information basic to reduce the need for translation.
‘You need simplicity in the icons and navigation so that anyone in any language can understand it’.
The LoveWall is accessible across 240 countries and has been translated into 12 languages.
The site has been created as an adaptive campaign sire that can be easily re-skinned, allowing it to be used for other VisitBritain campaigns and with different partner organisations, such as in a forthcoming Barclay’s Premiership partnership campaign.
Brand42 is one of VisitBritain’s rostered digital consultancies, and the organisation has recently announced it is seeking between five and 12 further consultancies to work with as it looks to overhaul its online presence.