UK tourism office's new campaign for ME youth
Dubai, April 8, 2010
VisitBritain, the UK’s tourism authority, is to focus its 2010 marketing campaign on a ‘Dynamic Britain’ theme in a bid to attract the younger generation of travellers from the Middle East to Britain.
The ‘Dynamic Britain’ theme highlights contemporary Britain with a very quirky and at times irreverent look and feel aimed at the young and the young-at-heart. The campaign capitalises on the appeal of popular culture and the creative industries, which include music, fashion, sport and film, said a statement.
Ahead of the Arabian Travel Market (ATM) event taking place in Dubai next month, VisitBritain aims to raise awareness of its latest tourism offerings under the ‘Dynamic Britain’ theme – from celebrity tours to coasteering – through the launch of a number of promotions and incentives.
“With an estimated 65 per cent of the Middle East region’s population under the age of 30, we are seeing an increase in demand for exciting adventures and unique experiences from our visiting Middle Eastern guests,” said Carol Maddison, manager, VisitBritain UAE.
“We are shifting our focus and implementing more creative, fresh and exciting incentives to appeal to the Middle East’s youth market, and to coincide with the promotion of our major upcoming events which include the Ryder Cup in October this year, and the London 2012 Olympics,” added Maddison.
Earlier this month, VisitBritain, together with British Airways, launched its viral campaign (http://visitbritain.webplanner.ae/) as part of the ‘Dynamic Britain’ theme. Visitors can try their luck online with a ‘Get to Know Britain’ game, where they have the chance of winning a trip for two to Britain.
For those looking to spot their favourite film stars, London offers Middle East guests with the popular Celebrity Walking Tour. Home to the stars and subject of a major film of the same name, Notting Hill has a worldwide reputation for attracting London's visiting and resident celebrities. A knowledgeable guide takes guests on a fascinating tour of Notting Hill's famous sights, taking in celebrity homes, film locations, music landmarks and much more.
Guests can also opt for the retro tours of London in a classic Mini Cooper. There is nothing more quintessentially British than a Mini in London. Visitors are driven by eloquent and knowledgeable chauffeurs – all dressed in period ‘60s attire - set to a chic ‘60s sound track.
As Olympic fever sweeps London, visiting guests can take a peek at how plans are coming along for the games venues on informative guided walking tours. Led by experienced and knowledgeable tour guides, the weekly Olympic walks take visitors along the Lower River Lee Valley and through the Olympic Park.
Some of the other exciting activities that make up ‘Dynamic Britain’ include coasteering in Wales. Middle East guests can experience this unique adventure sport with the exhilaration of sea level traversing, rock climbing, and cliff jumping and swimming into sea caves. It's a coastal exploration along the wild and beautiful Pembrokeshire coast.
In England, located in the North Lakes and home to Bassenthwaite Ospreys, travellers from the region can visit the highest ‘Go Ape’ course in the country, at 360 metres above sea level, and get a thrill from riding a zip slide through skies, over water and through England's only true mountain forest.
While in Hertfordshire, brave guests can experience life as a Big Cat Keeper by helping with the daily routine, which includes cleaning out, maintaining the enclosures, preparing the food and then finally feeding the lions, tigers or cheetahs by hand. This is a great opportunity for regional travellers to get up close with some of the most beautiful and powerful big cats of the world and enjoy this amazing experience shadowing a Big Cat Keeper for the day.
In Scotland, sphereing is fast becoming a favourite activity for tourists. Strapped into a 12-foot PVC transparent ball, this amazing experience is right at the heart of adventure as these large inflatable balls bounce down the Perthshire hillside with participants secured inside. Guests roll down the Perthshire countryside at up to 30 mph to the bottom of the valley, while watching the world roll by outside.
VisitBritain UAE is also working with regional partners in promoting tours around major UK films, which includes James Bond, Sherlock Holmes, Alice in Wonderland and the upcoming Robin Hood movie.-TradeArabia News Service