Yorkshire Group Travel Campaign
A wide range of stakeholders in the region share the objective of attracting group business: Yorkshire Tourist Board, local authorities, attraction operators, accommodation providers, retailers, catering businesses etc. In order to effectively attract a greater share of this market it is important to work together and YTB have established a Group Travel Forum in the region to facilitate this partnership approach. Our main aim is to raise awareness of Yorkshire's Group Travel product amongst key market segments. Areas of activity are highlighted below:
PR/Media Campaign
Stimulating coverage in trade media to include features, editorial
and press trips. Releases to the travel travel trade press are sent
out regularly to inform them of developments in the groups campaign.
To increase the profile of the region, a media Campaign has included advertisements and coverage of Yorkshire in Group Leisure magazine, Destinations UK, Coach Touring Magazine and Coach Monthly magazine.
Quarterly up to date e-newsletters on group developments in Yorkshire
are sent to the travel trade press to give coverage and inform them
of new developments in the region.
Website - www.yorkshire.com/grouptravel
As part of the newly developed site www.yorkshire.com,
a new section of the site has been dedicated to Groups to act as
a central source of information to group organisers, including information
on attractions, accommodation and events. Organisers are able to
sign up for and download the e-newsletters, order the group travel
guide and download itineraries. This along with the PR campaign
and Key Account Management Plan will direct group organisers to
the website for further information. New and fresh content will
be uploaded and redeveloped on to the site regularly.
Group Travel Enewsletters
Quarterly enewsletters are sent to our growing database of group travel organisers and tour operator contacts within the UK and Europe. The newsletter is full of updates in the region for groups as well as new attractions and developments. All members wishing to attract the groups market are encouraged to keep us up to date with new developments on a regular basis.
Key Account Management
Yorkshire Tourist Board implements a key account management programme with key domestic tour operators and coach operators in order to increase the presence of Yorkshire within their programmes and itineraries.
Production of Group Travel Guide
Yorkshire Tourist Board produces an annual Group Travel Guide (published
in November). It is distributed to YTB's database of group organisers
and is our main fulfilment piece at exhibitions and for direct group
enquiries through the website. The guide features itineraries, attractions,
events, new developments and news items. Opportunities to advertise
in the Group Travel Guide will be available from May/June.
Itinerary Development
Production of 5 brand new itineraries a year especially for the
group organiser to appeal across target markets. Itineraries will
be used in promotional activity, for inclusion on the website and
for distribution at major trade fairs.
Group Travel exhibitions
Attendance at major annual Travel Trade exhibitions - YTB promotes
Yorkshire as a group friendly destination to organisers at the above
events who are planning days out, short breaks, trips and activities.
Members including attractions and hotels within the region wanting
to promote to the groups market are showcased at the event.
Group Travel Familiarisation Visit 18th
& 19th April 2008
Organised in partnership with GreatDays UK, YTB hosted a day of
FAM visits, showcasing Yorkshire's fantastic product offering for
groups to a number of group travel organisers and coach operators.
|
