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Showcasing US Destinations
at BBC Countryfile Live

BBC Countryfile Live launched in August 2016 and quickly became one of the most significant outdoor events of the British summer. As a major sponsored of the Countryfile Live consumer show, Kuoni was a natural partner for KBC’s US clientele. Following the tour operator’s addition of new US product, KBC and Kuoni collaborated on a creative concept to promote holidays to the USA at the event.

Our Approach.

Countryfile Live provided the perfect opportunity to promote our clients: Visit Utah, The Great American West and Explore Georgia. Our aim was to raise awareness of these destinations and highlight off the beaten track experiences to encourage bookings through Kuoni’s 52 retail stores. ​

KBC and Kuoni developed exclusive new fly-drive itineraries for all three destinations. The itineraries were included in Kuoni’s new-look brochure as well as in the operator’s dedicated USA Road Trips brochure. The itineraries were also featured online and promoted via social media.

The Results.

Consumer Shows, Countryfile 1

Consumers over eight days

Consumer Shows, Countryfile 2

Opt-in data capture from post-show marketing

Consumer Shows, Countryfile 3

Holiday quotes by Kuoni in just two weeks post-show


The iconic stand design attracted huge volumes of visitors with significant interest in travel to the United States. KBC’s presence at Countryfile Live generated extensive enquiries for Kuoni and successfully raised awareness of our client destinations.