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National tourism agency VisitBritain and Virgin Atlantic Airways have a launched a new £660,000 (USD $1 million) campaign to help Americans ‘Get More Britain For Your Buck’ and keep them travelling to Britain throughout 2009. It launches this week with a new website, www.getmorebritain.com.
America remains the most important source of visitors for Britain’s £114 billion visitor economy, spending £2.2 billion pounds annually on nearly three million trips here. However, visits have fallen 11.5% over the last five years due largely to the falling dollar and now the global economic climate. A third of American visits to the UK are for just 1-3 nights and the website will help illustrate how close Britain’s top destinations are and how easily they can be explored – even on a short break.
Online advertising on Expedia.com, Hotels.com and Frommers.com among others, and media relations will all be used to promote the site and help consumers uncover the best of Britain. www.getmorebritain.com features regional destination guides, a top 25 showcase of the must-see things to do, and the ability to book a flight with Virgin Atlantic Airways. Americans can also enter a competition to win a trip for two to London with flights and behind the scenes tours of Westminster Palace, the House of Commons and the House of Lords.
“The global economic climate means that people are watching their wallets before deciding how they spend their money. Fortunately for the first time in 20 years the weak pound means, if they travel right now, Americans will find Britain has never been more affordable. This great campaign is just the start of our plans to work with tour operators, the travel trade and journalists, using on- and off-line initiatives throughout the year.
“With Virgin Atlantic Airways, we’ve got some red hot deals and red hot destinations that Americans are sure to enjoy. 2009 is the year they can explore Scotland as it celebrates Homecoming, play the 2010 Ryder Cup golf course and take advantage of the many festivals and cultural events taking place across the country,” says Simon Bradley, VisitBritain’s regional director for the Americas.
Jim Mezoff, vice president of marketing, Virgin Atlantic Airways, says: “We wanted to take advantage of this historic opportunity and feel that there could not be a better time to launch this campaign promoting tourism to Britain. Virgin Atlantic’s exceptional service, style and value is the best way to get to this destination so rich in activities.”
As part of its work to educate US travel agents and the wider industry of the shift in the exchange rate and to help them sell trips to the UK, 16 leading US travel organisations will join VisitBritain to create – and perform – a song about the value of a trip to Britain right now. The ‘supergroup’ includes the US Tour Operators Association, Virgin Vacations and national leading tour operators, who will be collaborating with guitar legend Earl Slick (known for his work with John Lennon and David Bowie) and songwriter/producer/musician Mark Hudson (Aerosmith and Ringo Starr) on 12 May.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
