is a new micro-site by VisitBritain that presents the UK in a fresh new and, in my opinion, effective way to potential visitors. Not only is the tag line “different” but an appropriate word play on the British who are often known as individuals with character. To let the hosts talk about the places they live, the things they like around their town or region gives a destination a human face and also credibility that goes beyond the usual and no longer accepted marketing speak still used on too many sites.

I find the site well designed, crisp, uncluttered and easy to use. It combines map features well with the commentary so you know where these people live. Another cool feature is the “What’s on top of British minds today?” Again, a way to let visitors know what’s “in with the locals”.

I have written about a similar approach by Tourism BC and Oregon Tourism a few months ago but this is the first site I’m aware of that is entirely focused on this approach. I can imagine more will follow.