Tourism Marketing Update - 28.04.06
a) International Activity
The Dutch jet into North East England
Five Dutch travel writers jetted into the region aboard the new Jet2.com Amsterdam-Newcastle route, launched on Thursday this week. Invited by the International Tourism Team, Jet2.com and Newcastle International Airport they will enjoy a two-day tour of North East England, taking in many of the region's top attractions that will tempt their readers to visit. The new route adds to a growing regional programme for Jet2.com and will help to promote North East England as an ideal holiday destination in the Netherlands.
Overwhelming support for International e-newsletter
The International Tourism Team would like to thank everyone who contributed stories, news and events to the region's first international e-newsletter. Now in production the e-newsletter will be launched in May 2006 in our target markets of Norway, Germany and Holland. The newsletter will keep people up-to-date on developments in the region, promote special offers and keep North East England at the forefront of their minds. We hope to roll it out in Italy, Ireland and Sweden later in the year. If you have a story that you would like to tell the world in our next issue, due late summer, please email Philip.marshall@onenortheast.co.uk. Although we can't publish all stories we will look for opportunities to feature them on www.visitnortheastengland.co.uk. Any exceptionally newsworthy stories will be forwarded to England's North Country and VisitBritain as well as international transport carriers including DFDS Seaways and FjordLine for use in their own newsletters.
'Benvenuti' VisitBritain
Two key members of the VisitBritain team in Italy will be visiting North East England this coming Bank Holiday weekend. Guided by award-winning Blue Badge Guide, Jan Williams, they will be visiting many of the North East's top attractions, familiar places and hidden gems over four days. The visit follows our attendance at the BIT Milan International Exhibition earlier this year and the team's continual work with VisitBritain, a key organisation in the promotion and development of tourism within the UK.
b) UK Activity
Gardens Campaign
Work has commenced on the region's first Gardens Guide, as part of a new campaign to promote North East England's strong gardening product. The guide will be supported by a strong media campaign over the summer, reaching a regional and national audience. This will include over 900,000 inserts into specialist magazines such as BBC Gardner's World Magazine, The Garden RHS Magazine and quality national newspapers such as the Sunday Telegraph. The inserts will feature inspirational text about the gardens in North East England and offer readers the opportunity to request their own copy of the Gardens Guide. For further information about the Gardens campaign contact katherine.hodgson@onenortheast.co.uk
Cycling North East England
The supporting media campaign for the new 72-page cycling guide commenced this week, which includes over 500,000 inserts into specialist magazines such as Cycling Plus and national newspapers including The Guardian Weekend Magazine. The inserts give a flavour of the fantastic cycling available in North East England and are designed to encourage people across the UK to request a copy of the new Cycle North East England Guide. For further information on the Cycling campaign contact katherine.hodgson@onenortheast.co.uk
Experience North East England Campaign
The Experience North East England campaign has to date received over 41,000 individual requests for the Holiday & Short Breaks Guide 2006. We have also had a very positive response rate to our direct mail campaign, targeting a further 52,536 households across the UK. For further campaign information please contact caroline.adams@onenortheast.co.uk
c) Travel Trade
Evaluation
We are currently undertaking a review of all the groups and education activity which has taken place during the past year to measure its effectiveness, and identify new ways in which to strengthen the groups product.
The research is taking place in three phases (I) Education (II) Traditional Group Travel and (III) Luxury Groups, the results of Phases 1 and 2 are due at the end of April and mid June respectively and will help us to plan our activity for the rest of the year. Phase 3 will be completed by the end of September and will enable us to implement a campaign to target this market in 2007.
Recommend a Friend
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