14 May 2009

Virgin joins VisitBritain in campaign to win back Americans

VisitBritain and Virgin Atlantic Airways have a launched a £660,000 campaign to encourage Americans to visit the UK.

US visitor numbers have fallen 11.5% over the last five years due largely to the falling dollar and the global economic climate, but it remains the biggest overseas market.

Americana spend £2.2 billion pounds annually on nearly three million trips to Britain.

The campaign, ‘Get More Britain For Your Buck’, will see online advertising on Expedia.com, Hotels.com and Frommers.com among others.

A new website, www.getmorebritain.com, will be promoted through media relations.

It features regional destination guides, a top 25 showcase of the must-see things to do, and the ability to book a flight with Virgin Atlantic Airways.

Americans can also enter a competition to win a trip for two to London with flights and behind the scenes tours of Westminster Palace, the House of Commons and the House of Lords.

"The global economic climate means that people are watching their wallets before deciding how they spend their money," said Simon Bradley, VisitBritain’s regional director for the Americas.

"Fortunately for the first time in 20 years the weak pound means, if they travel right now, Americans will find Britain has never been more affordable.

"This great campaign is just the start of our plans to work with tour operators, the travel trade and journalists, using on- and off-line initiatives throughout the year."

By Bev Fearis