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International Campaign - Netherlands


Key Facts

  • The Netherlands is Britain's 8th most important market for visits (9th for spend)
  • York's 11th largest international market (2%).  Traditionally has featured in our top 10 over the last 10 years.
  • 12% of holiday visitors are travelling as part of a tour group.
  • Three quarters of visitors are making a repeat trip to Britain. 30% bring their own vehicle which is high.
  • 85% of visitors are Dutch while 7% are Britons
  • Most visitors live in Amsterdam, Rotterdam or The Hague
  • Dutch visitors are more likely to stay overnight than the average overseas visitor - 74% stay at least one night in York, compared to 62% on average

Marketing activity targeting the Dutch market includes:

Working with House of Britain:

  • Dedicated Dutch travel trade fam trip date TBC
  • Vakantie Experts mailinig - 180 agencies & operators
  • 6 x dedicated York eNewsletters to House of Britain database (18,000 contacts)
  • Close user partners KPN (Dutch Telecom) and Post.nl (Dutch Post). In total 120,000 employees and families.  In total 4 x eNewsletters
  • Special brochure on Vakantie 2017 and Salon des Vacances 2017
  • Prominence for 2 months on HOB home page with York packages(+2000 unique visitors per day)
  • Affiliate campaign with Tradetracker for a Yorkbanner on 70,000 affiliate websites
  • 2 groups mailings to HOB database for groups (2000 contacts) for clubs/coach operators

On Territory Activity

Vakantiebeurs January 2018

  • Attending the trade day at Vakantiebeurs in January 2018

Working with carriers

  • P&O Ferries - continued campaign with P&O Ferries to ensure York is front of mind
  • Leeds Bradford International Airport / Jet2 liaison for campaign activity in key German and Dutch cities

Online Activity

  • Feeding through to VB Dutch Trade eNews
  • Agent North training programme in Dutch


For more information on our marketing activity in the Netherlands, contact Michelle Brown, Marketing Manager (Leisure), Email: michelle.brown@makeityork.com, Tel: 01904 554456.

 

Visit York Member contact

For all enquiries, please contact the Visit York Business Engagement Team:

Tel: 01904 554650  |  Email: membership@visityork.org


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