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International Campaign - North America


Key Facts

  • The USA is Britain's 2nd largest source market for visits (1st for spend)
  • The USA is York's top source market and has been for at least 10 years (16% of all overseas visitors)
  • Just over half of all holiday visitors are making a repeat trip to Britain
  • New York and California are the States that generate the most visits to Britain

We are active in this hugely important market for York, primarily via the travel trade both onsite and online. Targeted promotion and editorial coverage via VisitBritain and in key online travel sites such as Travel Pulse, plus ongoing familiarisation visits showcasing York & Beyond.

 


Marketing activity targeting the US market includes:

  • Reach the trade and agents as key partner venues will be featured in a series of eNewsletters written by Paull Tickner from Custom GB who has 30+ years proven track record of reaching the North Amercian market.
  • Weekly "Inside Track" newsletter to 1,300 hand-picked, very experienced travel agents.  The unique open rate on the current list is just over 20%.
  • 12 editorials from the "Inside Track" will be added to the Enseble Travel Groups's extranet which means it will be available to 6,500 high uality US travel agents
  • June and October York exclusive Britain Insider columns in the 75,000 circulation Travel Pulse
  • Inclusion in the products being trialed at the Ensemble and National Association for Career Travel Agents (NACTA) conferences in the Autumn.
  • VisitBritain & VisitEngland have regular trade eNewsletters and we will ensure our content is being pushed to the right operators.  Visit York will be feeding through stories and articles on a regular basis.

Key Account Management:

We now hold a US database of over 180 US operators and agents. We will be continuing to build up key accounts with top end operators.


On Territory Activity

Visit Britain's Destination Britain North America (DBNA)
Los Angeles, 25-28 September 2017
This key VisitBritain event will see over 80 buyers in 1-2-1 meetings to secure contracts for series bookings for 2019 and beyond.

Discover England Fund

We will be taking England's Historic Cities  - the collection to a new level over the next 2 years with £1m investment from the VisitEngland Discover England Fund.

We will be working with Marketing Manchester on their £1m Gateway to the North project to push the whole of the North through Manchester's gateway.


For more information on our marketing activity in Germany, 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


Visit York Membership


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