VisitBritain unveiled today an innovative, new video player, which is the first ever to utilize a smartphone's gyroscope and compass as a way for users to navigate and engage with inspiring destination content and ultimately create and book customized itineraries based on their experience. The video player is the next step in VisitBritain's multi-year partnership with Expedia and full-funnel marketing campaign that was launched last fall to showcase the amazing moments that could only be experienced in Great Britain. It included the very successful “365 Days of #OMGB” content platform featuring great moments in travel for Great Britain visitors.

Developed in partnership with creative agency 180LA and directed by Tim & Joe, the new bespoke digital video player takes viewers on an interactive journey through each of the featured locations, allowing users to toggle between the five featured destinations by simply pointing the smartphone in a different direction. For example, when a user tilts their phone north, they'll be taken to the Highlands. Users on desktop or tablet devices can switch films using keys and swipe.

“We are using technology to literally transport users to Great Britain and show, not tell, them about all there is to do whilst there,” says Paul Gauger, Interim Executive Vice President, Americas for VisitBritain. “Each of our destinations feature so much that U.S. travellers may not know about. Now they can see so much more with a few clicks of their phone, tablet or computer.”

“We are building on our marketing partnership with Visit Britain to inspire and encourage travelers to discover the best of Great Britain, and now our quirky, creative commercial leveraging the trusted Expedia brand extends online through the innovative new digital video player for a more interactive and in-depth personal experience” said Angelique Miller, Director of Brand and Marketing Partnerships, Expedia Media Solutions. “The campaign engages travelers throughout the consumer journey, by tying into the bespoke 365 Days of #OMGB platform where visitors can continue to interact and explore unique events taking place and destination deals, to easily plan and book a trip to see more of Great Britain for themselves.”

The digital platform showcases linear narratives highlighting competing takes on the 'best of' sport, nightlife, fashion, adventure, and more, with characters representing distinct destinations across the U.K. including in London, Cornwall, Wales, Manchester and the Scottish Highlands. It expands on content from the humorous co-branded TV advertisement that ran in December, and provides another opportunity for travellers to interact with the characters designed to inspire travel to Great Britain.

After engaging with the content, users are presented with a customized itinerary specific to the location that they spent the most time interacting with in the player, which includes suggestions on what to do and where to stay. Each personalized itinerary features location-specific content and drives users to the 365 Days of #OMGB platform where they can book their ideal trip to the U.K.

To discover your perfect vacation, you can toggle your way through the U.K. here.