15 June 2009

Branson helps promote short breaks to Cheshire

Virgin boss Sir Richard Branson has stepped in to help Chester and Cheshire promote themselves as short break destinations in the recession.

Supporting a new ‘Chester For Less’ marketing initiative, Virgin Trains is offering fares from £11 on its services to Chester from the midlands and London.

Virgin says it has seen customer numbers travelling to and from Chester grow by 25% since introducing an hourly service from London, with journey times of two hours, earlier this year.

The ‘Chester For Less’ programme, running until October, is expected to generate more than £3 million of new business for the visitor economy in Chester and Cheshire.

Tourism chiefs plan to target nearly six million people in the midlands, Milton Keynes and London areas with newspaper ads, direct mail shots, posters and e-marketing.

By Bev Fearis

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