International Campaigns

We actively target the near European markets of France, Belgium, Netherlands and Germany and thanks to our successful “GREET” and “CAST” Interreg bids our international activity is now much enhanced. 
In 2009 our European campaign generated €1.3m worth of press coverage (AVE) and 69 tours with European operators, with one operator bringing in over €1m worth of business to Kent.

Our legacy from the Begin Your Adventure activity continues in the US with a predominately trade focussed campaign.  We proactively target the key wholesalers and operators in the USA (and their UK-based counterparts), whilst also hosting journalists and promoting a dedicated US website. 

In terms of emerging markets we currently participate in Tourism South East’s Go Asia campaign.
 
International activity includes:
 
ECRM
 
Quarterly enewsletter programme to our French, Dutch and German consumer databases
 
Digital
 
We have dedicated French, Dutch and German language websites
 
Exhibitions/Events

We attend a number of overseas exhibitions and events including Tourissima, Lille; RDA, Cologne; Vakantiebeurs, Utrecht; Zenith, Brussels; VisitBritain’s Meet the Press events in Amsterdam and Brussels
 
PR

Proactive targeting of key media titles across the European markets enables us to invite quality journalists to visit the county and write about their experiences.  Other press activity includes press packs (on branded USB sticks), scheduled press releases and press conferences.
 
Consumer activity
  • Lonely Planet Guide to Coastal Kent - Dedicated guide to the coastal regions of Kent, Nord - Pas de Calais and Westtoer. The content aims to change perceptions of the coastline and raise awareness of the wider cultural, activities, watersports, food and drink offer that is now available (produced in English, French and Dutch
  • Promotions with the KM  - A series of 4-page “wraps” around the What’s On section with supporting activity on KMFM promoting events in Kent and Northern France.  A similar programme of supplements has run with the French title Voix du Nord.
  • Joint promotions with the cross-channel carriers, including radio campaigns and online promotions 
  • Coastal geo-cache trail - Caches were hidden in Pas-de-Calais, along Belgian Coast and in Kent and visitors travelled to all three regions to search for the caches
  • Walking and cycling marketing (with Explore Kent) - 4 videos were made to promote walking and cycling in Kent (the videos can be seen on the Kent website and on Youtube).