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BTA courts grey market in America
The British Tourist Authority will revamp its promotion campaign aimed at US travellers over 55 next year.
Among several initiatives, the BTA will fold its brochure for senior and a mature-travel Web site into other, broader print and Internet publications.
In 2003, the BTA’s Time To Travel brochure will appear as both a smaller mailer and an insert into the BTA’s In Britain subscription magazine. Meanwhile, the site at www.maturebritain.org will become part of the main Travel Britain Web portal.
BTA director for central US David Andrews said the moves will enable the BTA to invest more time, money and effort in database technologies and targeted marketing efforts to boost the number of lucrative mature travellers.
“The money saved will be ploughed back into marketing and one of our key objectives is to build our database of our best seniors prospects: people over 55 who’ve been to Britain in the past five years.”
The BTA says Britain has experienced only a small downturn in US arrivals this year – 2% compared with 20% for all of Europe – and this is in part due to older US travellers identifying with Britain and being willing to travel at short notice.
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