VisitBritain launches new tourism campaign
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VisitBritain, the national tourism agency, will today, (Monday) launch its highly anticipated ‘Cities’ campaign. The agency has joined forces with British Airways and easyJet to offer low cost flights from twelve countries spread across Europe to ten cities across Britain.
The success of VisitBritain’s 2009 ‘See More Britain For Less’ campaign highlighted the affordability of travel to Britain. The ‘Cities Campaign’ now builds on this and places emphasis on these ten great cities; Cardiff, Edinburgh, Glasgow, London, Birmingham, Bristol, Liverpool, Manchester, Newcastle-Gateshead and Oxford to raise awareness of the huge variety of experiences and cultures these British cities can offer, and drive incremental business in the low and shoulder seasons.
The campaign is based around contrasting themes of the key cities with information on traditional and contemporary experiences with a twist. In Glasgow, for example, VisitBritain has contrasted the themes of ‘trend-setting vs traditional’. The city is known as Scotland’s style capital which is reflected in its art deco brasseries and stylish shops, and its history stretches back to the Stone Age with a gateway to the Highlands steeped in history.
Liverpool is another of the key cities involved in the campaign and contrasts ‘sound vs silence’. The city is the birthplace of The Beatles, home of Brit Pop and has a music scene that leads the world, a true ‘Sound City’. But being voted the European capital of culture 2008, Liverpool also encompasses more listed building, museums and galleries than any city outside London.
Laurence Bresh, Marketing Director, VisitBritain said: “The current and extremely favourable exchange rate in Britain means that consumers will be able to get even better value in the New Year sales, not only in London but in other shopping hot spots such as Edinburgh, Birmingham and Manchester.
“The ‘Cities Campaign’ will not only help make visitors’ money go further but it raises awareness of ten key cities around Britain which offer great value for money and engaging cultural experiences. Whichever city the visitor is lucky enough to experience, they all combine an incredibly rich combination of centuries of history and heritage, rural landscapes with dynamic and vibrant atmospheres.”
British Airways chief executive Willie Walsh said: “We are delighted to partner with VisitBritain to help raise the profile of Britain’s cities to showcase their value and unique nature to our customers.
“As a premium global airline offering great value and excellent reach across Europe British Airways is in a perfect position to send out the message that the ‘Cities Campaign’ arrives at a good time for tourists, with the value of the pound sterling still low but the quality of destination in Britain as high as ever.”
easyJet’s chief executive Andy Harrison said: “The ‘Cities’ campaign gives visitors from mainland Europe the fantastic opportunity to travel to the UK and experience some of the cities which we have to offer. Following on from our successful ‘See more Britain for less’ campaign, with our unique network and VisitBritain, we are now looking to raise awareness of the variety to be found in British cities.”
The campaign micro-sites provide information allowing users to get under the skin of the destination with unique and quirky offers and can be accessed at the following VisitBritain page; www.visitbritain.fi/cities
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