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New Enjoy England Official Partner programme unveiled
Domestic tourism information providers are being asked to sign up to a new quality assurance scheme.
The Enjoy England Official Partner programme is open to existing tourism information centres, as well as new outlets such as call centres, retailers and organisations that want to provide tourist information via the internet, mobile phones and kiosks at attractions.
As well as meeting various new and current criteria, participants must meet the needs of regional information strategies to qualify, according to Enjoy England.
The first official partners are expected to be registered by late spring and a consumer marketing campaign is being planned for the summer.
Partners will be recognised with a new quality marque sign and window stickers to use alongside the existing ‘i’ logo.
They will gain access to national and international marketing (online, WAP and print advertising), an enhanced training programme for customer service and product knowledge, ‘mystery shopper’ assessments, business development toolkits and Enjoy England point-of-sale and campaign materials.
Announced this week at the British Travel Trade Fair in Birmingham by the domestic marketing division of national tourism agency VisitBritain, the programme claims to recognise customers’ increasing demand for and expectations of quality, accuracy and excellence.
Enjoy England customer relations general manager Simon Bradley said: “To continue to compete with rival destinations and prepare the ground for the London 2012 Olympic Games and Paralympic Games, we must deliver excellence to visitors.
“Tourist information providers are at the frontline of promoting this country and our goal is to make them our champions – the gold medallists of English tourism.
“When visitors see the Official Partner marque, they can be assured they will find reliable information and inspiration from experts around the country.”
by Phil Davies
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