The Race to Britain was an educational campaign targeted at Australian Gen-Yers, to get them to consider Britain as an exciting place to visit, not just the place where drunk backpackers spend the winter. The mechanic was a social media competition where users explored events and experiences on a map of Britain. The 'pilots' could also add their own experiences, images and videos. These experiences were then shared through Facebook, Twitter and Email for 'miles', with the winner being the first pilot with 10,000+ miles, the real number of miles it takes to get from Sydney to London. Virgin Atlantic came on board to offer the first 3 pilots across the line, return trips for 2 to London.
The Race to Britain was an educational campaign targeted at Australian Gen-Yers, to get them to consider Britain as an exciting place to visit, not just the place where drunk backpackers spend the winter. The mechanic was a social media competition where users explored events and experiences on a map of Britain. The 'pilots' could also add their own experiences, images and videos. These experiences were then shared through Facebook, Twitter and Email for 'miles', with the winner being the first pilot with 10,000+ miles, the real number of miles it takes to get from Sydney to London. Virgin Atlantic came on board to offer the first 3 pilots across the line, return trips for 2 to London.
