Tourism Marketing Update - 03.03.2006

a. Travel Trade

BTTF

The new North East England stand went down a storm with everyone from Lord Spencer to members of the travel trade at this week's British Travel Trade Fair at the NEC in Birmingham.

One NorthEast and ten tourism partners came together for first time on the newly branded 'Passionate about Group Travel' stand to promote the region and launch two new group products.

Earl Spencer was the highest profile visitor to the stand complimenting the new North East England brand while Tom Wright, chief executive of VisitBritain helped launch two new group incentives to promote the region - 'Tailored to Suit' and 'Hidden Benefits'.

The stand was well received by all of the partners and the event generated a significant number of enquiries as well as a good deal of press interest.

It was also clear that the North East England TV campaign was responsible for attracting a large number of visitors who came to the stand, having seen the commercial and wanted to find out more about the region.

b. International Activity

Milan goes 'potty' over North East England

The North East England Tourism Team has just returned from BIT Milan, having promoted the region to a growing Italian market. Over three hundred entrants were collected in a Harry Potter inspired competition, supported by Jet2.com. Key contacts were also made during a branded press and trade reception, where regional tasters and our very own passionate cocktail helped provide a real taste of what North East England has to offer.

Last but not least...ITB Berlin

Our final international exhibition for 2006 will take place in Berlin between 8-12th March - in support of our entry as a silver partner into the EnjoyEngland German campaign. The exhibition is a prime platform to promote North East England to key German trade and press, who we have invited to the stand, and encourage consumers to choose the region as a touring destination. Our profile will also be raised at a VisitBritain press event, to be held during the exhibition.

As the exhibitions draw to a close we would like to thank everyone who has kindly donated prizes and tasters over the past few months!

Nordic Region Touring Campaign

This month a touring campaign will be launched in the Nordic region, promoting England's North Country as a first-choice touring destination in Sweden, Norway, Finland and Denmark. FjordLine and DFDS are the main carriers in this campaign. Activity will include; a website hosted by VisitBritain, viral activity, direct mail as well as press and PR. Respondents to the campaign will receive a copy of the England's North Country Guide which features 10 pages covering North East England.
 
The International Team is working closely with England's North Country to ensure the region is highly profiled in all activity. The campaign will run through until May. 

Meet the Belgium Media Event

In a recent 'Meet the Belgian Media' event, England's North Country (ENC) met some 15 journalists face to face in Brussels. Journalists use this opportunity to scour for story ideas for the coming year. Four press trips to North East England have been secured as a result and the Tourism Team, together with regional partners, will host the journalists later this year. 

Educational Travel Conference

The US Educational Travel Conference is in progress in Baltimore. England's North Country (ENC) is representing the region at this event. The conference brings together university alumni groups, galleries and museums from throughout the US together with their travel planners, suppliers and destinations. The educational travel market is generally high spend and looking for in-depth itineraries with lecturers and behind the scenes programmes. The Tourism Team will work closely with ENC over the coming year to help develop product and itineraries for this market.

c. UK Activity

Experience North East England campaign

The Experience North East England campaign has to date received over 30,300 requests for the 2006 holiday guide and over 45,000 hits to www.visitnortheastengland.co.uk

Walking

Activity supporting walking phase 2 has now come to an end although we continue to receive over 100 requests each week.  To date we have received over 14,800 individual requests for the walking guide and over 49,800 hits on www.visitnortheastengland.co.uk/walking, and we have over 75,000 guides out in the marketplace.  Phase 3 of the walking campaign starts soon with inserts in a range of publications targeting specifically audiences in Yorkshire and the North West to generate new interest for the guide.  Publications targeted include: Walk, Country Walking (newsstands); Guardian Weekend magazine and Camping and Caravanning.  A whole range of other activity will follow.

Cycling

Final touches are being made to North East England's cycling guide which will be launched at the Great Outdoors show on the region's bespoke built stand.

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