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Published on : Tuesday, February 9, 2016
Launched ahead of the spring, the campaign is designed to showcase the world-leading attractions and stunning countryside Yorkshire, Northumberland, York, Cumbria and Lancashire has to offer. Targeting audiences in London and the South East, the activity includes London Underground posters, national press, radio, digital and social media. The aim is to ensure that tourism businesses are given as much support as possible as they recover from the recent floods.
Supporting the campaign is Virgin Trains who announced last week that they are offering an exclusive discount of 30% off advance bookings for twelve weeks from today to areas affected by recent flooding as part of a three-month promotion. The operator teamed up with VisitEngland to boost tourism and support the #Openforbusiness message in Cumbria, Yorkshire, York, Lancashire and Northumberland.
Destination organisations and partners across the North are also pulling together a raft of late availability offers and deals such as GoLakes who are offering three nights for the price of two and 10% off weekly stays. Yorkshire is also offering four nights for the price of three. All offers will be available on destination websites.
VisitEngland/VisitBritain Chief Executive Sally Balcombe said: “This new marketing campaign is a fantastic initiative to boost bookings across the North and encourage people to go and experience its stunning countryside, vibrant cities and world-class attractions. With half-term and Easter holidays on the horizon there is no better time to book a short break or holiday to these wonderful places especially at a time when they need our support.”
A recent national survey of accommodation and attraction businesses revealed that over 60 per cen of businesses reported some kind of impact from the initial flooding and wet weather, rising to one in three businesses in the North of England. Communities in affected regions have shown resilience over the past few months by pulling together to ensure a speedy recovery.
This new advertising campaign means increased exposure at a time when affected regions in the North need it most. Sally continues; “The message is clear; there are plenty of wonderful places to visit on our own doorstop. We want to emphasise that the North is very much open and welcoming visitors. Tourism is an essential part of local economies and this marketing campaign will give these areas a much-needed boost.”