Europe
2009 sees Visit Kent’s European campaign enter its second year. The campaign targets the key near European markets of France, The Netherlands, Germany and Belgium. Year one of the campaign introduced some dedicated travel trade, PR and exhibition opportunities, along with working with some on territory specialists across the key markets to advise on market conditions. This proved hugely successful and the process will be continued, and enhanced, for the new campaign.
2008/09 campaign highlights included:
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New French and German language website
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Development of key accounts with the travel trade across all four markets, resulting in Kent product being featured in 28 tour operators brochures for 2009
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A number of themed press trips, resulting in press coverage valued at over €1,056,397
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Hosted a number of familiarisation trips for key tour operators and group organisers, including 40 Dutch garden operators
Download full 2008/09 campaign report
2009/10 campaign aims:
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To raise awareness of great value short breaks to Kent
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To position Kent as an ideal short-break destination option from the continent
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To highlight the ease of access from the continent to Kent
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To increase the number of visitors to Kent from the target markets
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To generate direct business to Kent through key inbound operators in the target markets
2009/10 campaign objectives
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To improve tour operator awareness of Kent and get Kent featured in tour programmes
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To profile Kent at consumer/trade exhibitions in each market as a key short-haul destination
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To grow visits to the French, Dutch and German websites
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To grow the trade database
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To generate PR coverage in the key markets
For more information about Visit Kent’s European activities contact lynnette.clark@visitkent.co.uk
Visit Kent hosted a dedicated European Marketing discussion session at Leeds Castle on 1 May 2009. The session included presentations from our on-territory specialists in Belgium, Germany and The Netherlands.
Download Visit Kent Presentation
Download RDA/CTC Coach Forum presentation