VisitBritain GREAT Photographic Guidelines 2 The GREAT Vision

‘To inspire the world to think and feel differently about now and in the future, demonstrating that we are a great nation to visit, invest in, trade with and study in.’

GREAT assets available from: visitbritainimages.com VisitBritain GREAT Photographic Guidelines October 2015 3 Objective

‘To celebrate the familiar and the surprising’

GREAT assets available from: visitbritainimages.com VisitBritain GREAT Photographic Guidelines October 2015 4 The GREAT brand is

High quality Authentic Beautiful Welcoming Surprising Modern Indulgent Inspirational Fun Vibrant

GREAT assets available from: visitbritainimages.com VisitBritain GREAT Photographic Guidelines October 2015 5 The GREAT Pillars

Pillar guides prepared by VisitBritain Destination PR team are updated regularly and can be found here

Supported by Additional Campaign Pillars

GREAT assets available from: visitbritainimages.com VisitBritain GREAT Photographic Guidelines October 2015 6 The GREAT Pillars Non-Tourism

Business and Innovation GREAT also aims to deliver significant and long-term growth in business and education

Education

GREAT assets available from: visitbritainimages.com VisitBritain GREAT Photographic Guidelines October 2015 7 GREAT Images

The GREAT brand is image led and now fully incorporated into VisitBritain’s marketing and PR activities and how we select an image is key to communicating our message successfully.

GREAT assets available from: visitbritainimages.com VisitBritain GREAT Photographic Guidelines October 2015 8 GREAT Images

The photographic brand pillars are separated into two visual themes

‘Iconic’ and ‘Experience’

Image galleries have been prepared and are listed by pillar under GREAT on visitbritainimages.com.

Each pillar contains an Iconic and Experience gallery.

GREAT assets available from: visitbritainimages.com VisitBritain GREAT Photographic Guidelines October 2015 9 Iconic Images

Visually powerful, carefully composed and have clean simple backgrounds with pleasing lines and shapes to accommodate design elements. These images show the best of Britain to the world.

Inspiring inviting engaging Dynamic serene fascinating bold friendly beautiful emotive Natural atmospheric calm

GREAT assets available from: visitbritainimages.com VisitBritain GREAT Photographic Guidelines October 2015 10 Experience Images

Images that tell the story of authentic experiences made in Britain. Experience images may be details, activities or friendly portraits.

diverse Welcoming Fun modern exciting colourful vibrant inviting serene

GREAT assets available from: visitbritainimages.com VisitBritain GREAT Photographic Guidelines October 2015 11 Using GREAT Images

Iconic Images Iconic and Experience images Above-the-line Below-the-line

Billboards - Out of Home Direct mail Mobile Events Newsletters Print ads TV Email Merchandising Digital

Through the line

GREAT assets available from: visitbritainimages.com VisitBritain GREAT Photographic Guidelines October 2015 12 Iconic Images Examples

Iconic images indulge the senses, challenge perceptions and inspire

For a wider selection of images please refer to the GREAT pillar image galleries on: visitbritainimages.com 

GREAT assets available from: visitbritainimages.com VisitBritain GREAT Photographic Guidelines October 2015 13 Iconic image placement

Iconic images must work across three different formats: portrait, landscape and banner. This means the same image should be cropped in three different ways. Always: – use clean, simple backgrounds to avoid conflicting with the logo, pillar headline or other text Portrait – consider adding extra background. If a background is plain, it may be possible to extend the background to allow for different crops.

Landscape

Banner

GREAT assets available from: visitbritainimages.com VisitBritain GREAT Photographic Guidelines October 2015 14 Iconic image use Core GREAT print adverts

Iconic images are used in core GREAT funded Campaign activity and are pre-selected based on market needs and agreed with No.10, set in artwork and supplied within the new GREAT Toolkit on VisitBritainimages.com. The artwork is open and can be re- sized according to each use. Markets will be advised when new artwork is made available.

For the full set of VisitBritain GREAT Guidelines visit the GREAT homepage on: visitbritainimages.com 

GREAT assets available from: visitbritainimages.com VisitBritain GREAT Photographic Guidelines October 2015 15 Iconic image use Core GREAT pull up banners

For the full set of VisitBritain GREAT Guidelines visit the GREAT homepage on: visitbritainimages.com 

GREAT assets available from: visitbritainimages.com VisitBritain GREAT Photographic Guidelines October 2015 16 Iconic image use Core GREAT posters

Shakespeare’s Globe Chatsworth South Bank, London Peak District London

Step into the 16th century at Shakespeare’s Globe Explore the inspiration behind Jane Austen’s Pride Trust House © Chatsworth in London. With thousands of historic buildings to and Prejudice. In the beautiful Peak District, it’s just With free access to three of the world’s top explore, what will you discover in Britain? .com one of thousands of discoveries to be made in Britain. visitbritain.com five museums, visit Britain and discover more. visitbritain.com

Reading Festival Stonehenge Berkshire, Amesbury, Wiltshire

From Glyndebourne to Glastonbury, Britain hosts Visit the wonders of Stonehenge and experience some of the world’s best-loved musical festivals. one of the most prehistoric monuments in the world. Live the experience in Britain. visitbritain.com Discover more in Britain. visitbritain.com

For the full set of VisitBritain GREAT Guidelines visit the GREAT homepage on: visitbritainimages.com 

GREAT assets available from: visitbritainimages.com VisitBritain GREAT Photographic Guidelines October 2015 17 Iconic and Experience Images How to improve reproduction quality

Please consider the following Iconic images principles for both iconic and experience images:

– cropping the image to focus on the main subject may help to remove visual clutter – retouch any distracting elements – consider adjusting the contrast – add shading around the edges if it helps focus on the subject matter – always check usage rights with the owner or source on any image not owned by VisitBritain Original image Retouched elements Additional dark shading round Final retouched master image. – Additional sky has been added. the edges has been added. This (The iconic image needs to work helps to visually focus on the ‘hero’ for three different formats). of the image but also helps to create – Colour and contrast is enhanced. a clearer background for the logo, pillar headline and other text.

Experience images

Original image Cropped to remove visual clutter Colour contrast enhanced Converted to black and white

GREAT assets available from: visitbritainimages.com VisitBritain GREAT Photographic Guidelines October 2015 18 Experience images

Experience images are used in marketing, press and pr, retail and corporate purposes worldwide to promote themes and activities around Britain.

For a wider selection of images please refer to the GREAT pillar image galleries on: visitbritainimages.com 

GREAT assets available from: visitbritainimages.com VisitBritain GREAT Photographic Guidelines October 2015 19 Iconic and Experience images Example uses

Iconic and experience images are combined for use in marketing activity as seen here in digital marketing and social media channels.

GREAT assets available from: visitbritainimages.com VisitBritain GREAT Photographic Guidelines October 2015 20 Submitting Imagery

Partners and photographers are invited to submit images to VisitBritain’s image 4. Delivery of files can be via WeTransfer, FTP or on disc /Hard drive by post collection for VisitBritain and GREAT marketing activity. (CD’s 16 – 20x and DVD’s 8-16x) Create a folder for your assets and name it appropriately * 1. Firstly download, complete, sign and return our submission agreement via email (partner, attraction or photographer name) and post to Jasmine Teer VisitBritain, Sanctuary Buildings, 20 Great Smith Street, wetransfer.com London, SW1P 3BT Ftp details • Supply image captions for each file in file info/IPTC or on a separate excel sheet Host: ftp.visitbritain.captureweb.co.uk to include Username: visitbritaincontributors • If people or architecture are photographed model* and property releases* will Password js7@R9z need supplying. Templates are attached to this PDF. Postal address Tristan Leverett, VisitBritainimages c/o Capture Ltd, The Old Coach House, 14 High 2. Please prepare your submission of 1-500 images Street, Goring on Thames, Berkshire, RG8 9AR • Low res files maximum pixel width 800px, 72DPI with a minimum file size 300KB – for editing and web use For further information or to submit footage please contact: • High resolution Jpegs, 50MB when opened, 300 DPI with a minimum file size 4 MB [email protected] or [email protected] when closed at level 12 JPEG setting • High resolution TIF’s of 300 DPI minimum file size 50MB maximum 200MB to be delivered for large scale usage ie. outdoor advertising billboards, posters or for events and trade stands.

*Click the paper clip to the left to download the form or [email protected]

GREAT assets available from: visitbritainimages.com VisitBritain GREAT Photographic Guidelines October 2015 21 Resources & Contacts

Resources visitbritainimages.com - VisitBritain Images is the online image library owned by VisitBritain and currently houses over 55,000 imagery and 2,000 archive footage clips.

Contacts For information about the GREAT brand contact [email protected]

For advice on photography or to arrange a photographic shoot contact [email protected]

GREAT assets available from: visitbritainimages.com VisitBritain GREAT Photographic Guidelines October 2015