VisitBritain and STA Travel partner to target younger tourists

VisitBritain has partnered with discount student travel agent STA Travel to market Great Britain as a youth tourist destination.

/c/b/s/visitbritain.jpg

The four-year £2.8m joint marketing campaign aims to increase visitor numbers from key markets including Australasia, China, Japan, Russia and the USA.

STA will form the youth element of VisitBritain’s already existing “Great Britain, You’re Invited” marketing programme, which features celebrities such as Dame Judi Dench, Dev Patel (pictured) and Twiggy.

The overall campaign aims to increase the amount of money spent in the UK by overseas tourists by £2bn over the period.

The two parties are hoping to capitalise on one-off events such as April’s royal wedding, next year’s Queen’s diamond jubilee and the London 2012 Olympic Games, to encourage visitors to the region.

STA is the most recent private sector company to contribute towards a £100m fund to market Britain as a tourist destination overseas.

Recommended

Near-field communication is future of mobile connection

Marketing Week

The fact that technological advances always take a while to bed in might explain the results of research showing that the biggest barriers to wider use of QR codes are a lack of knowledge about them, resulting in consumer apathy towards the technology (MW 8 September). However, we know from the campaigns we have carried […]

/p/y/u/TescoSales.jpg

Tesco ends Double Points and cuts prices

Rosie Baker

Tesco is taking a step back from loyalty driven marketing by ending its Double Points Clubcard promotion and announcing £500m worth of price cuts in a move that could trigger a fresh price war amongst the supermarkets.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now