Britain's Heritage Cities has announced it is to be a key partner in VisitBritain's latest 'Luxury' campaign.
One of VisitBritain's largest consumer campaigns in the United States, it is expected to feature a total spend of around £500,000 in 2006/07 alone.
Bath, Brighton, Durham, Chester, Stratford-upon-Avon, Oxford and York are the current members of Britain's Heritage cities - an exclusive group of world-renowned destinations already popular with the American visitor.
The Luxury campaign consists of a consumer marketing campaign, targeting the discerning traveller in the Americas through the promotion of upmarket, relaxing, health, self and wellbeing breaks to Britain. Luxury, and leisure, are at the heart of a campaign which aims to attract interest from a large number of high-income US travellers.
The quality tourism product on offer in Britain's Heritage Cities, meantime, is seen as the perfect match for this highly focused and successful campaign. And the group is convinced that this will provide the cities with the ideal means of highlighting their shared appeal to visitors who are looking, not only for history and heritage, but also: spas and wellbeing; food-and-drink; unique shopping; festivals and culture; and extended stays.
"Britain's Heritage Cites is delighted to be a key partner in the new VisitBritain Luxury campaign," says spokesperson for the group, Suzanne Lockhart of Oxford. "Ours is an exclusive club - made-up of some of the best-known and most historic cities in the world. Individually, there is much we can do to attract the discerning American holiday-maker. But we also work together very closely as a group, and we view our participation in this campaign as one of the very best opportunities we will have in 2007 to raise our profile in the United States."
Like the other partners in the 2007 campaign, Britain's Heritage Cities can offer the luxury traveller a wide selection of genuinely British experiences.
Individually, the names of Bath, Brighton, Durham, Chester, Oxford, Stratford-upon-Avon and York are already well known to just about everyone world-wide. But by working together, and promoting themselves through a shared website, Britain's Heritage Cities are able to target the overseas market much more effectively. And it is that website which they hope will be made more readily available to a larger audience in American through the VisitBritain campaign.
For details about Britain's Heritage Cities and the vacation opportunities which are available in them, visit www.heritagecities.com/luxury.
The new-look and much improved Britain's Heritage Cities website went live in January 2007.
For more information, please contact:
Suzanne Lockhart Tel: +44 (0)1865-252406
E-mail: slockhart@oxford.gov.uk