Government cuts may have forced Britain’s tourism agency, VisitBritain, to withdraw its marketing campaigns from 14 countries last month, but the agnecy has a new campaign in place. VisitBritain has tied up with airline brand Emirates and is starting a new campaign whereby it plans to attract wealthy tourists from China, Singapore, India and UAE. The target segments of the new campaign are affluent 35 to 55-year-olds who seek luxury vacations.
The new £489,100 campaign promoting Britain will be focussing on luxury destinations within the country, many of which are closely linked with the country’s rich historical heritage. Several luxury hotels like The May Fair in London, the Royal Crescent Hotel in Bath and Bovey Castle in the Dartmoor National Park will be part of this campaign. London’s The Savoy, Kinloch Lodge in the Isle of Skye and the Fat Duck in Berkshire are among the participating fine-dining restaurants.
Participating hotels and restaurants have much to gain from the VisitBritain and Emirates campaign. There will be plenty of promotional activity from print ads to online banners to an elaborate campaign microsite.
The reason why VisitBritain is targetting travellers from Asia and UAE is because the booming economy in these regions has thrown up a new set of affluent people with disposable incomes of $1 million and more. According to the tourism agency, this group is similar with respect to how they want to travel and the kind of services they expect. VisitBritain noted that this group of people grew to 10 million in 2009, with Asia accounting for three million of them.
Via: Big Hospitality