Overseas Marketing

Europe

During 2008-2011, East Midlands Tourism (EMT) will fund and deliver overseas consumer marketing campaigns in a number of key markets including France, Germany and The Netherlands. These have been identified as primary markets because research suggests that people in these countries enjoy visiting England and like the type of experience on offer, such as the stately homes and gardens, cities and outdoor landscapes. These markets also offer a high return on investment.

Working alongside commercial partners from across the industry including; East Midlands Airport, airlines, hotel groups, car rental and attractions, EMT has put into place a series of campaigns to promote the East Midlands overseas focusing upon core themes such as history and heritage, outdoor activities, sport and the arts.

Overseas marketing is delivered primarily using online channels, and web-based promotions and return on investment targets for overseas marketing have been set at generating £20 for every £1 spent.

Travel Trade

EMT is also undertaking a three year promotional programme with neighbouring regional development agency Advantage West Midlands to target the group travel trade market in the US and Germany, where many travel bookings are still made via travel agents or travel companies offering bespoke tailored trips.

This pan-regional approch is designed to make it easier for group travel operators to feature product in the region, and includes iconic attractions where there is a good fit for the US and German markets, such as Althorp and the Royal Shakespeare Company.