The River Group’s Imagination magazine, featuring cover star Katherine Jenkins, now live across more than 30 international markets

by The River Group - Tuesday 28th March 2017 - 3:05 pm
Content Marketing

Digital Edition of VisitBritain’s Imagination: Make Britain Your Own


Following the successful launch year, The River Group publishes the second edition of Imagination: Make Britain Your Own. Contracted by VisitBritain, Imagination it is a government-first multi-lingual content marketing programme across print and digital platforms.


Imagination was awarded to River in 2015 and is a key initiative of the cross-government GREAT Britain Campaign to promote the UK. It is a high-quality magazine in both glossy print and digital formats. The print version is produced in English, with a digital edition, which is also produced in nine languages targeting a range of priority markets. It has enjoyed strong support from the GREAT Britain Campaign delivery partners:  Department for Culture, Media & Sport, VisitBritain, UK Trade & Investment, the Foreign & Commonwealth Office and the British Council.


The new edition is packed full of original and unique features and carries an exclusive cover feature with star Katherine Jenkins singing Britain’s praises, plus an opportunity to win a bespoke stay at Leeds Castle and London.


All digital international language editions are produced in house at The River Group, with a team of native language specialists.  Imagination is available online in 9 languages:


Nicola Murphy, Chief Executive Officer of The River Group:


“We are very proud to have created another world class edition of Imagination, showcasing the best of what Britain has to offer to inspire people to visit, do business, invest and study in the UK and demonstrating The River Group’s ability not only to create original, high quality editorial, but content that will appeal to diverse readers from all around the world.”


Issue 2 Imagination: Make Britain Your Own is now live in print and digital formats:


Format: Print and digital magazine

Print run: 300,000

Languages: Arabic, Chinese, English, French, German, Italian, Japanese, Portuguese (Brazilian), Russian, Spanish

Frequency: Annual

Print circulation: FCO/UKTI/British Council/ VisitBritain multi-market activities, offices and events worldwide and dedicated GREAT events; partner/sponsor channels; local and international press

Digital circulation: All VisitBritain’ country and travel trade websites, links from the British Council, UKTI and FCO websites

Audience: First time and repeat international visitors, business leaders, professional A/Bs, high net worth individuals

International reach: The print magazine is distributed to 22 priority and 8 nurture markets. The site is accessed by 9 million unique users annually.


For more information contact:


The River Group:

Chris Ward



Mark Di-Toro: Head of Media & PR


VisitBritain is national tourism agency, a non-departmental public body, funded by the Department for Culture, Media and Sport, responsible for promoting Britain worldwide and developing its visitor economy.


The River Group are a 23-year-old full-service content innovation agency based in London, Marble Arch.  In an age of content spam we don’t add to the noise, we make lean in content designed around a simple consumer / brand value equation. Our content is a collision between the new science of digital and the old artistry of storytelling. We produce content for web, social and print, to address hard nose marketing objectives for 18 clients including Holland & Barrett, CO-OP Food, Dreams, Superdrug, BBC Worldwide, Princess Cruises, Visit Britain and Ramblers. We have 104 staff and work across 18 international markets and billings of £15million.


Enquiries, please contact:

Chris Ward

Chief Growth Officer



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