South West Tourism, along with partners Bath Tourism, Destination Bristol and Bristol International Airport, recently launched a USA consumer campaign designed to promote the Continental Airlines direct flights from New York to Bristol along with the region's vast heritage connections.
Working with VisitEngland's office in the USA a small but well targeted campaign: ‘Explore England's Heritage - Discover the South West' launched in March 2010, aimed at supporting growth in international visitor traffic from our main overseas market.
In 2008 the South West received more than 200,000 American visitors generating £77 million for the South West economy. The new campaign is designed to build on this already strong market.
A key element of the campaign was a stand at the New York Times Travel Show, which took place from the 26 - 28 February 2010, attracting over 16,000 US visitors to the show. Other elements of the campaign focused on a programme of consumer based marketing and PR activity running in partnership with VisitEngland, which included hosting an exclusive media event with some of the top US travel media; including Conde Nast Traveller magazine, The New York Times, and the LA Times to name a few.
The campaign is designed to push visits to the new dedicated USA landing page: www.visitsouthwestengland.com/USA . There will also be training of 1,000 Continental Airlines call centre agents to educate them on what the region has to offer. The USA campaign is being funded by the South West RDA (South West of England Regional Development Agency), Bath Tourism, Destination Bristol and Bristol Airport and being project managed by South West Tourism.
Kirsty Cumming, Head of Marketing, South West Tourism, said:
"The American visitor is often motivated to visit England by its history and heritage connections and the South West is a perfect destination with this in mind. We have four World Heritage sites along with an abundance of castles, forts and stately homes in addition to our literary connections. This all makes for a perfect visit. With around 200,000 American visitors staying in the region each year many already have good knowledge of our region, so this campaign will both reinforce the well know areas and also highlight other places of interest to showcase our variety of historical connections across the region. It's designed to appeal to loyal visitors and encourage new first timers."
Feisal Khalif, Marketing Manager, Destination Bristol, said:
"There has historically been a strong connection between Bristol and the USA, from the city's early voyages of exploration, its role in the birth of colonial America, several hundred years of transatlantic trading to the establishment of direct flights between New York and Bristol. Visitors from the US have been major contributors to the growth of Bristol's tourism economy, attracted not only by the history and heritage of this great city but also because it is such a wonderful touring base for Bath, the Cotswolds, Stonehenge and the many other jewels of South West England. As the US begins to move out of recession, it's the perfect time to remind Americans of the terrific value and great experiences we can offer them."
Fiona Humphreys, Commercial Manager, Bath Tourism Plus, said,
"The USA is a key market for Bath and attendance at the New York Times Travel Show will be invaluable to promote the city and the surrounding area to such a number and variety of people. Previous research from the Show has shown that 88% of people are likely to purchase a trip as a result of attending the exhibition, so this event and associated marketing activities provides an excellent opportunity for us to showcase Bath to both the independent traveller market as well as to forge closer relationships with travel trade professionals and thereby encourage more Americans to visit Bath in the future."
Jason Wescott, Head of Sales and Marketing, Bristol International Airport said:
"Continental's direct flight from New York enables American visitors to fly direct to the South West. We aim to get passengers from ‘airside to kerbside' as quickly as possible, making the journey less stressful and meaning more time to see the sights."
Date added: Monday 25th January 2010
Latest updated: Thursday 2nd September 2010
South West Tourism,
Sterling House,
Dix's Field,
Exeter EX1 1QA
Email: post@swtourism.org.uk
Comments
Fredrik Domellof, Cotleigh Brewery Ltd
We are now exporting 4 of our bottled beers Tawny Owl, Barn Owl, Buzzard and Golden Seahawk to the USA and will be represented in New York. Under the heading "Beers of Prey" we are supporting The Hawk and Owl Trust and this should give our US cousins something more to visit in the South West. Plenty of history and heritage from all SW quarters of industry.
Comment made: Wednesday 24th February 2010
Jann Carvill, Freeman Baker
At last!! It would also be wonderful to get visitors off the usual trail and visit some of our lovely towns and villages.
Comment made: Wednesday 24th February 2010
Tricia Rawlingson Plant, Mill on the Brue Outdoor Activity Centre
We have had hundreds of American students visiting us for a couple of hours activities and then lunch for the last few years. They range in age from 11 to 17 years and all have been delightful and love the activities. Unfortunately they are on a tight schedule and half the time poor kids they dont even know where they are!! We would love them to stay longer with us and then go onto explore more of the South West, particuarly the countryside as they seem to go from one city to another. Good luck and hope the campaign is successful.
Comment made: Friday 19th February 2010
Kirsty Cumming, Deputy Director & Head of Marketing, South West Tourism
We’re really pleased to see such enthusiasm for the USA promotional campaign and for the excellent and unusual ideas coming through. As you know the media love the unusual, bizarre, quirky and ‘quaint’ and Liz Dale (our Manager of PR) will be feeding the US press lots of your ideas from around the region when in New York next week. Many of the comments below refer to the wider South West region and it’s relevance to the US market – which we certainly recognise and don’t fear… we will be representing. The bias this year is towards Bristol and Bath as it was Destination Bristol, Bristol Airport and Bath Tourism who initially approached us back in June last year with the idea to run a joint campaign. Since then South West Tourism has worked with the RDA to gain substantial match funding for the partnership campaign which now totals £100,000 and so whilst there will be a focus on the direct Continental Airlines flights into Bristol and visits to Bath and the Cotswolds, we will also be making New Yorkers aware of the wider area that we represent. We’ll report back on this year’s activity over the coming weeks and if successful, we would hope to be working with a wider partnership of DMOs from across the region next year in the run up to the London Olympic and Paralympics Games 2012. This will give us a real opportunity to put our destination(s) on the map and make a stepped change towards increasing visitors from America in the following years. If you are interested in attracting US visitors, please contact your DMO for details of how to get involved. www.swtourism.org.uk/marketing-your-business/destination-marketing/
Comment made: Thursday 18th February 2010
Debbie Skyrme, Cornish Horizons (Holiday Cottages)
Positive news - well done team! A few off-the-wall ideas for bigging up our corner of the SW include: Newquay Cornwall Airport ~ drive The Atlantic Highway ~ walk from the west coast to the east coast along the ancient Saint's Way ~ interactive planning of what to do before you get here eg newquaymap.co.uk and staustellmap.co.uk
Comment made: Thursday 18th February 2010
Ann Johnstone, Annjo's lodges
Please don't forget the Tamar Valley when promoting the SW. It is a beautiful and very peaceful area which gets less attention than it deserves. Anyone from the USA looking for mining heritage would find it a fascinating area. Lots of information on the TAVATA website www.tamarvalleytourism.co.uk.
Comment made: Thursday 18th February 2010
Annya Derx, Legend Holidays.
As a geneologist in cornwall - I bet we could really tap into the american wanting to trace his/her ancestors - so many folk from the westcountry emigrated to USA and geneology is huge in the states... perhaps we could get together with Family history centres and encourage our cousins from over the seas to visit the land of their fathers!!
Comment made: Thursday 18th February 2010
Judi Wilkes, The Malt House, Broad Campden, Chipping Campden
The South West tourism area does actually cover Gloucestershire too. This always seems to be your forgotten county. What about some in depth promotion of The Cotswolds to your North American audience?
Comment made: Thursday 18th February 2010
Jane Colston, Updown Cottage
Our US guests have loved the chance to stay in their own cottage on Gold Hill in Shaftesbury, Dorset as it is such a very well known sight. Great that the area is being promoted further.
Comment made: Thursday 18th February 2010
Tracey Bell, The Old Kennels
Fantastic news, we have had some super visitors from the US, dont forget course providers. Come to the South West and be inspired! Learning a traditonal English skill or craft brings our heritage to life. Talking of 'be inspired' what happened to that website SWT?
Comment made: Thursday 18th February 2010
Peter Insall, www.thebighouseco.com
The Big House Co have grand country houses for exclusive hire that would appeal to the US market. Past groups have used them as a base to explore the wonders of the South West.
Comment made: Thursday 18th February 2010
peter martin, Bristol Maritime Heritage
Do the Americans know the discovery and naming of their country originated from Bristol in 1497.The fully illustrated book "Swashbuckling Tales" detailing this event will be sent a free copy to all trade outletsjust follow the link onwww.piratewalks.co.uk
Comment made: Thursday 18th February 2010
Maria Barrow, The Halfway Caravan & Camping Park
My parents own an Inn and a camping park in Somerset and I have lived in New York for 12 years. I have always hoped we could create the same buzz about our beautiful West Country within the American market that Ireland has managed to achieve so successfully. I am always pointing New Yorkers to our region with promise of pirate and pagan history, they love it!! So happy to see this coordinated effort happening now as the business will indeed be welcomed.Thanks for the great news!
Comment made: Thursday 18th February 2010
Jean Baylis, Forester's and Keeper's Cottages
Please include self catering cottages in your promotion. And, other entry points - Bournemouth International Airport, ideal for visitors from the US visiting Ireland as well. Plus, those visitors crossing by sea from New York. I hope this promotion pushes the idea for visitors to stay in rural areas, to experience the real England and not just visit tourist sites.
Comment made: Thursday 18th February 2010
Carol Bowen, Haunting Breaks
Americans love ghost hunting. We've successfully created many group events in the South West for our American friends but would really love to open that area up more.
Comment made: Wednesday 17th February 2010
Kevin Wyatt, Flytecars
Would like to know the content of the presentation. Good idea, but Bristol and Bath cannot be put forward as "the south west" Where are the partners from Devon & Cornwall. Who are the representatives going to promote? Not a negative comment, but...
Comment made: Wednesday 17th February 2010
Alun Williams, VisitWiltshire
With Stonehenge and Salisbury Cathedral, plus some of our stately homes already well known attractions in the USA, Wiltshire is looking forward to working even more closely with Continental Airlines and travel agents in the USA
Comment made: Wednesday 17th February 2010
Veryan Armstrong, The Headland Hotel, Newquay
This is great news. With an increase in American visitors already being seen, it is great to hear that there will be a campaign focussed on the beautiful South West region.
Comment made: Wednesday 17th February 2010
Anonymous
We would love to see more visitors come to the south west and visit us at Berkeley Castle.Please do let the market know of our heritage and attractions and its importance.
Comment made: Wednesday 17th February 2010
Susan Young, Hambledons Serviced Apartments Clifton Ltd
Well done! Wish I was going with you! Hambledons of Clifton offers the type of apartments that American visitors love. All found in Clifton and the Harbourside. We always look after our visitors and offer a great individual service to our overseas clients.
Comment made: Wednesday 17th February 2010
guy Mallinson, guy Mallinson woodland workshop
we have a few Americans come and try their hand at craft courses in the woodland workshop - some more would be very welcome.
Comment made: Wednesday 17th February 2010
Helen Daniels, Administration and Group Bookings, the National Arboretum, Westonbirt
This is great news. Here are Westonbirt we have a wealth of trees that have come from the USA and would be attractive to these guests. Can we be assured that Westonbirt will be included in the promotions?
Comment made: Monday 1st February 2010
Matin French
Bath as one of the gateways to the South West is good idea and it would be nice to think there are many Americans would like to visit. Certainly those that stay with us think it very beautiful. We would certainly be happy for more US visitors, perhaps even looking for their ancestral roots, after all many left from Plymouth.
Comment made: Monday 1st February 2010
John Marshall, Cornish Welcome Tours
I agree with Mrs Chattey. The South West needs more promotion in the US. We at Cornish Welcome Tours are particularly keen on promoting the direct link via Continental Airlines to Bristol as this is a very economic way for the US visitor to get here. Once they have been, if they are similar to previous visitors we have had, I know they will want to come back
Comment made: Wednesday 27th January 2010
Mrs Tricia Chattey, Langford Court North
About time! The Americans love London, Edinburgh, York, Bath and Stonehenge and they need to know more about South West England. The few people from the U.S. I've had to stay just love the South West.
Comment made: Tuesday 26th January 2010
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