|
French, German and Dutch consumers are being encouraged to ‘Discover England’s East Midlands’ as part of a series of new marketing campaigns launched by East Midlands Tourism (EMT), which focus on promoting key tourism highlights including history and heritage, gardens, legends, film, food and drink.
Around £150,000 is being spent on the campaigns, with EMT putting in £95,000 and the remainder being contributed by key partners including P&O Ferries and national tourism body, VisitBritain, partners in earlier successful campaigns. Previous marketing campaigns generated an average of £16 for every £1 spent and EMT aims to bring in an additional £1.4 million in tourism revenue against its new investment in these countries. It is also looking to sign up 15,000 consumers to its database to receive future information about the region’s destinations. Una Mullan, Head of Marketing at East Midlands Tourism commented: “We already have strong insight about the travel interests of consumers in these markets from previous campaigns and have been able to use this knowledge to inform our new activity, so that we can generate the best possible return for our money. Accessibility into the region is now stronger than ever with good links into the East Midlands from all three countries by air, sea via Hull and Harwich and now Eurostar. By working with key partners in all of these areas we can really add weight to our activity and continue to attract more visitors into the region.” The campaigns will be delivered predominantly online through dedicated campaign websites in each country, banner advertising and e-newsletters. There will also be competitions, ‘top five’ itineraries suggesting attractions to visit, tips on places to stay and customer offers tailored to suit each market. The French campaigns in particular will have a strong emphasis on promoting the accessibility of the region with the opening of the new Eurostar terminus at St. Pancreas. |
News and Sport 
