Europe
Visit Kent’s European campaign targets the near European markets of France, Belgium, Netherlands and Germany and builds on significant research carried out on the cross channel market in 2006/07.
In 2009/10 Visit Kent has continued with dedicated consumer, travel trade, PR and exhibition opportunities. The change in the value of the Euro over the course of the campaign has lead to some significant changes of the UK as a short break destination. For visitors from the continent the UK is now a much cheaper option than ever before.
Campaign aims
- To position Kent as an ideal short-break option from the continent
- To highlight the ease of access from the Continent to Kent Tourism Alliance To increase the number of visitors to Kent from the target markets
- To generate direct business to Kent through key inbound operators in the target markets
Campaign objectives
- To improve European tour operator awareness of Kent and get Kent included in tour programmes
- To profile Kent as a key consumer/trade exhibition in each market as a key short-haul destination
- To grow unique visitors to the French, Dutch and German microsites
- To build a trade key account database in France, Belgium, Germany and the Netherlands
- To generate Pr coverage in the key markets
The 2009/10 European Campaign was officially launched to Visit Kent Investors at a dedicated European Marketing meeting at Leeds Castle in April 2009.
3 further signature events followed including:
1. VPR Conference, Maidstone
2. Kent Garden Party, Brussels
3. RDA/Coach Tourism Council Coach Tourism Forum, Canterbury
Key results
In 2009 House of Britain brought 4,237 individuals and 2,890 groups to Kent – showing an increase of 18% compared to the previous year. This is equivalent to €1,197,336 direct business into Kent.
Visit Kent was voted Destination Marketing Organisation of the Year by UKinbound members.